Canada Goose Joins Forces With Annie Leibovitz for FW22 Campaign
For its Fall/Winter 2022 campaign, Canada Goose teamed up with renowned photographer Annie Leibovitz to capture its all-female cast and put their stories at the forefront.
Set in the highlands of Northern Scotland, FW22 seeks to highlight the brand’s “Live in the open” ethos through a showcase of its new outerwear offering. With an increased focus on womenswear, the campaign spotlights a number of bold and brave women including Jodie Turner-Smith, SooJoo Park and Khadijha Red Thunder.
“As a brand, we strive to share powerful and meaningful stories with our audience and we are excited to celebrate our all-female cast,” says Penny Brook, Chief Marketing and Experience Officer at Canada Goose in a press release. “We want to inspire our female consumer to live boldly, and we also want to show her that she doesn’t need to compromise on style or performance,” she adds.
With a view to highlight the collective power of female talent, Leibovitz brings her signature style to the raw beauty of the Highlands, offering a rare insight into each inspiring woman’s journey. Turner-Smith, who currently works with Equality Now, a non-profit focused on providing equality for women, joins the roster following a successful run of television appearances in Anne Boleyn, The Independent and White Noise.
“Above anything else, I feel the need to be true to myself and express that truth in everything that I do,” says Turner-Smith. “Now that I’m a mother, I feel most strongly about being part of changing the image of what people say motherhood is and what it represents. I feel like there are these prevailing ideas that it’s an either-or game—that you’re either really fulfilled as a working person or you’re a really good mom. I think that is possible to live a full expression of yourself and your joy—and be a mother.”
Joining her is SooJoo Park, the first-ever Asian-American woman to act as a L’Oréal spokesperson. Park continually displays her dedication to championing diversity in the entertainment industry through her work with organisations like APEX for Youth. “I do try my best to be a responsible, respectful person for nature or for other people,” she adds. “To me, Live in the Open means, in a more figurative sense, that you are open to chances, that you are bold and adventurous, and I do think I live in the open.”
Finally, the campaign sees model and actor Khadijha Red Thunder highlighting her passion for supporting educational and mental health issues that affect the Native American community. “My community means everything to me. I grew up dancing at powwows since the day I could walk, camping all summer long with my grandmother, going from one powwow to the next,” says Red Thunder. “My tribe is Chippewa Cree, my grandmother is from Saskatchewan, Canada, and I’m so grateful to have grown up experiencing such a beautiful, amazing culture.”
The new collection consists of parkas, jackets, coats and vests, each featuring customizable elements that enable its wearer to express their personal style. Crafted in Ventera fabric, the new pieces boast tonal branding, flattering silhouettes and smooth finishes. Standout pieces include the Marlow Parka, Marlow Coat and Rayla Vest, which each features an adjustable and removable belt.