Woolrich

Mar 2024

The Origin Stories: Americana Spring 2024 campaign for Woolrich masterfully channels the enduring romanticism of the open road, positioning the brand within the heart of the American landscape. Directed by Gary Emekwa with photography by Dino Kužnik, the campaign leans into a cinematic narrative that feels both nostalgic and distinctly contemporary. By utilizing the vast, arid beauty of the desert as a canvas, the imagery highlights the collection’s technical utility against a backdrop of vintage roadside diners and mid-century motels. The project excels in its use of natural light to define the textures of layered outerwear and casual travel attire worn by talent Amber Maalouf and Mike Gray. Stylist Roberto Johnson, supported by the detailed grooming work of Anthony Martinez and Anna Kato, crafts an aesthetic that balances rugged functionality with an editorial minimalism. Through skillful live-action techniques and a keen eye for composition, the work captures the solitary spirit of an American road trip. The interplay of high-contrast shadows and golden hour hues creates a cohesive visual rhythm, grounding the brand’s heritage in a setting that feels expansive, timeless, and effortlessly grounded in the raw, unfiltered essence of the wilderness. This series stands as a definitive exploration of lifestyle fashion, where the environment is as much a protagonist as the collection itself.

Lifestyle, Commercial

Natural light

Luxury Fashion Houses, Fashion