The onset of fall brings with it the anticipation of new fashion collections and campaigns. This season, the Canada Goose Fall/Winter 2023 campaign is capturing hearts and minds with a unique narrative centered around the empowerment and individuality of women. Invoking the spirit of adventure, the campaign, titled “Live in the Open,” celebrates three ambassadors from diverse fields – art, cinema, and sports – linked by a shared pursuit of a greater purpose.
In collaboration with legendary photographer Annie Leibovitz, Canada Goose ventures into the rugged landscapes of New Mexico to reveal its latest women’s collection. The campaign spotlights artist Sheila Atim, wildlife cinematographer Sophie Darlington, and ice hockey player Kimberly Newell, all of whom are featured in their element against the backdrop of New Mexico’s red hills.
The same backdrop inspired one of modern history’s most prolific and avant-garde artists, Georgia O’Keeffe. Known for her paintings of natural forms, O’Keeffe shared a profound connection with the land and nature of New Mexico, where she worked, lived, and thrived for nearly 40 years. The “Live in the Open” campaign, characterized by dramatic lighting, atmospheric ambiance, and visual storytelling typical of Leibovitz, showcases Canada Goose’s trio of muses at ease in the arid terrain once frequented by O’Keeffe.
Dressed in the latest Canada Goose offerings and pieces from their own wardrobe, the women’s individuality as leaders and their unshakeable bond with Mother Nature shine through in Leibovitz’s signature style. “I loved these women and their fascinating stories,” said Leibovitz. “We were all enchanted by the power of the New Mexico landscape. Bringing them together in such an incredible natural environment was a great source of inspiration.”
The sentiments of the ambassadors echo the theme of empowerment and connection to nature. “Knowing the pressure and force the Earth is capable of gives me a deep respect for the forces beyond me,” said Atim. Sophie Darlington, a BAFTA-winning director and cinematographer who has worked on wildlife films and television series for over thirty years, expressed the importance of representation, “When I started 30 years ago, you could count the number of female directors in wildlife on one hand. It’s only now that things are changing because people see us, me and other women, on screen. I never thought I was trailblazing. And now, I believe so much in the ethic of See Her to be her. Representation is really important.”
Olympic ice hockey goaltender Kimberly Newell shared her journey of returning to hockey after a difficult decision to step away post-university. “After the Olympics, many young women in China contacted me to say they had never watched hockey before and were very inspired,” she said.
This is not the first time Leibovitz has photographed for Canada Goose, as she shot the brand’s Fall/Winter campaign in 2022. Engaging in a second partnership, New Mexico is familiar territory for Leibovitz, who previously photographed Georgia O’Keeffe’s home.
Penny Brook, Chief Marketing Officer at Canada Goose, said, “It’s about celebrating fearless and visionary women of yesterday, today, and tomorrow. It’s a great honor to do so with the esteemed team involved in this year’s ‘Live in the Open’ campaign, all of whom play a crucial role in inspiring our consumers to live boldly, without compromising on style or performance.”
Echoing the raw landscapes and palette of New Mexico, the Fall 2023 collection features nature-inspired shades, including Desert Sand, Limestone, and Sagebrush, alongside classic colors black, navy, and gray. The collection offers sleek silhouettes with tonal branding that combine luxurious style and performance. The complete collection is available in stores worldwide, online at canadagoose.com, and select partners globally.
The Canada Goose Fall/Winter 2023 campaign goes beyond showcasing a fashion collection. It celebrates the strength, individuality, and connection to nature of women, echoing the ethos of the brand to empower people to embrace the elements with style and confidence.