Napapijri is embarking on a new journey with Christopher Raeburn at the helm as its first global Creative director. This move marks a transformative era for Napapijri, a brand renowned for its commitment to quality outerwear and fashion innovation.
Christopher Raeburn, a British designer celebrated for his sustainable fashion practices, takes on this pivotal role and promises to infuse Napapijri with his unique vision. His track record of recycling and upcycling in fashion speaks volumes about the direction he will take the brand. The synergy between Raeburn’s sustainable ethos and Napapijri’s brand values heralds a promising future for the label.
The importance of a Creative director in shaping a brand’s journey cannot be overstated. Silvia Onofri, President of Napapijri, emphasizes this by comparing the role to that of a brand curator. “Having a creative director is like having a brand curator, [which] in our holistic view [defines] where we want to go and the vision of the brand, which can be expressed in full if the brand has a proper guide,” she said. Under Raeburn’s leadership, Napapijri is poised to redefine its identity and solidify its position in the fashion world. His creative leadership will be fully evident in the Fall/Winter 2025 collection, with a preview in the form of a Spring/Summer 2025 capsule collection.
Raeburn’s appointment is not his first with the VF Corp family, having previously worked with Timberland, another of the company’s brands.
Onofri’s vision for the brand is clear – to return to its roots as a premium, immersive brand with a strong, clear message. This vision aligns perfectly with Raeburn’s approach to fashion, which combines innovative design with a strong commitment to sustainability. Their shared focus on revitalising the brand’s heritage while pushing the boundaries of innovation and sustainability is a powerful combination.
Napapijri’s journey from its beginnings in 1987 in the Mont Blanc region as a travel bag manufacturer to a premium lifestyle brand has been one of evolution and expansion. With a range that now includes men’s, women’s and children’s clothing, footwear and accessories, the brand has established itself as a key player in the fashion industry.
The decision to bring Raeburn on board is a strategic move to more effectively engage global customers. While Napapijri has a strong presence in Europe, there is growing interest in other regions, including the Middle and Far East, as well as the U.S. Raeburn’s role will be instrumental in capturing these emerging markets and broadening the brand’s global appeal.
Napapijri has a history of collaborating with British designers, including a recent partnership with Martine Rose on several capsule collections.
Christopher Raeburn’s appointment as Napapijri‘s first global Creative director is a major step forward for the brand. His vision for a sustainable, innovative future aligns perfectly with Napapijri’s ethos and sets the stage for a new chapter in the brand’s history. Fashionistas can look forward to collections that speak not only to the brand’s heritage, but also to Raeburn’s unique, forward-thinking approach to design.