# Urban-Inspired Outwear Campaigns Moose Knuckles is the 'Pulse of the City' for Fall/Winter 2025 By Kalin Ned | Published 2025-09-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/pulse-of-the-city1 References: [lesfacons](https://lesfacons.com/2025/09/02/moose-knuckles-fall-2025-ad-campaign/) The outerwear brand [Moose Knuckles](https://www.trendhunter.com/trends/moose-knuckles-1) has launched its Fall/Winter 2025 advertising initiative, titled 'Pulse of the City.' The campaign was photographed in seven major international cities and features a returning model, Amelia Gray, shot by photographer Richie Talboy. Ellen Kinney, CEO of Moose Knuckles, shared about the collection and the accompanying campaign: "While staying true to our Canadian roots in outerwear, [FW25](https://www.trendhunter.com/trends/siegelman-stable-1) celebrates the unique perspectives of our global community and cultural leaders, offering a fresh mix of product for the evolving needs of their lifestyles that’s as bold, adaptable, and forward-thinking as they are." The outerwear silhouettes, featured in Pulse of the City, include several established jacket styles, which are promoted as having been updated with improved internal components, advanced down insulation technology for enhanced warmth without excessive bulk, and practical features like removable shearling trim designed to be compatible with various hood sizes across its menswear and womenswear collections. Image Credit: Richie Talboy ## Trend Insights (Trend Hunter) - Score: 6.8/10 - Popularity: 76% | Activity: 81% | Freshness: 48% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Global-city Fashion Campaigns:** Fashion brands are increasingly creating campaigns in diverse international cities, emphasizing global cultural diversity in urban fashion. - **Advanced Insulation Technology:** Outerwear producers are innovating with down insulation technology to provide enhanced warmth while maintaining a lightweight, sleek appearance. - **Modular Outerwear Design:** The introduction of adaptable features like removable shearling trim indicates a shift towards customizable and versatile clothing options in the outerwear market. ### Sectors Adopting This - **Fashion and Apparel:** The fashion industry is embracing global connectivity and cultural narratives to appeal to a wide-ranging audience in a competitive marketplace. - **Textile and Insulation Manufacturing:** Developments in insulation materials are driving innovation in textile manufacturing, particularly focusing on lightweight and thermal-efficient products. - **Photography and Advertising:** Urban-themed fashion campaigns are fueling demand for creative services in photography and advertising, highlighting the multicultural vibrancy of city life. ## Related on Trend Hunter - [Canadian Outerwear Mall Debuts](https://www.trendhunter.com/trends/moose-knuckles-1.md) - [Autumnal Fleece Essentials](https://www.trendhunter.com/trends/fw26-fleece-collection.md) - [Timeless Winter Outwear](https://www.trendhunter.com/trends/fall-and-winter-line.md) - [Bold Urban Winter Boots](https://www.trendhunter.com/trends/ugg-autumn-winter-2025.md) - [Pre-Fall Romantic Luxe Outerwear](https://www.trendhunter.com/trends/london-a-love-affair.md) - [Earth-Honoring Fall-Ready Technical Fashion](https://www.trendhunter.com/trends/nanamica-4.md) - [Ultra-Stylish Collaborative Goggle Collections](https://www.trendhunter.com/trends/moose-knuckles-x-boll.md) - [Americana-Inspired Spring Fashion](https://www.trendhunter.com/trends/origin-stories-americana.md) - [Tactile Summer Capsules](https://www.trendhunter.com/trends/wild-horizon.md)