The Autumn/Winter brand campaign for The North Face just got a little more iconic with the help of some of Australia’s most exciting artists.
The North Face’s ‘It’s More Than A Jacket’ campaign was created to honour and celebrate the stories of adventurers who have forged their own paths. In makes sense then, that Barkaa — a proud Malyangapa, Barkindji woman from Western New South Wales — has teamed up with the brand, alongside hip hop luminary B Wise and DJ Yo!Mafia.
The three acts have been taking to socials to share their own stories of adventure for the Australian and New Zealand-run campaign that spans across three weeks.
Curated and produced by Chris Vaughan at AUD’$, the campaign has seen B Wise use the ‘It’s More Than A Jacket’ campaign to compare The North Face jacket to “when a superhero goes to put on his or her costume”.
“It’s an extension of my personality,” he says.
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Yo!Mafia, aka “The International Party DJ”, encouraged her fans to share a photo of their North Face jacket and the story behind it with the #MoreThanAJacket hashtag.
“When I wear the Nuptse, I encompass YO! MAFIA,” she said while sporting the Printed 1996 Retro Nuptse Jacket Arrowwood Yellow Leopard Print.
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Hip hop artist Barkaa, who has been going from strength-to-strength since releasing her powerful anthem ‘King Brown’ in July last year, took to socials with her message of how her Nuptse jacket represents community.
“The Nuptse jacket represents that sense of community, coming together and hip hop,” said Barkaa. “As a First Nations female rapper, I feel like The North Face Nuptse jacket is relatable to me, seeing as we hold our communities close, and at the same time paying homage to hip hop that relates to us as Black First Nations people in a colony we now call so – called “Australia”.
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“For more than 55 years, The North Face has enabled exploration and helped people strive for greatness by providing the best gear to get them there,” said Mike Ferris, VP of Global Brand at The North Face. “Our customers, the feats they have achieved, and the memories they have create d are such a big part of our brand’s rich DNA.
If you want to share your North Face jacket and the story behind it, don’t forget the #MoreThanAJacket hashtag and be sure to tag @TheNorthFace_AUNZ.
Those featured by The North Face will receive a voucher and have a chance to appear in the San Francisco Museum of Modern Art (SFMOMA), which is set to bring the global archive to life through a series of participatory programs, which will launch later this year.
