Tasked with taking an established brand, Napapijri, and delivering a creative and youthful influence, the AW18 collection launch was the first campaign of the USCollective rebrand.
The target audience of the campaign was a young new consumer across Generation Z, with a focus of driving product sales across both men and women’s categories.
Our approach and direction to working with Napapijri for USC were heavily influenced by the brand's message, ‘Out of Nowhere’. This paved the way for our outreach strategy when deciding on who to bring in as our talent. Piers James was the perfect fit, a rapper from Ipswich, who had honed his skills outside the usual urban spheres of London, Manchester and Liverpool. He was very much ‘Out of Nowhere.’
The brutalist London architecture worked as the perfect backdrop for this campaign. It represented the gritty environment, in which the iconic Napapijri jackets were being adopted into by the UK’s youth culture. Their hardwearing and durable properties were the perfect mix for the ‘road’.
Piers was also the debut guest on the USC Youtube series, Kickin It With, which sees host Barney Artist interview the newest UK creative talents. The episode saw both Piers and Barney wear clothing from the Napapijri AW18 collection.