The North Face Japan just released a very playful and interesting campaign in order to call consumer attention to its Spring/Summer 2020 offerings, which are geared for urban exploration. Dubbed 'Mountain Office,' the lookbook depicts various stylish and high-performance pieces--from "weather-fighting parkas [and] breathable trench coats" to "belted climbing-style trousers."
The 'Mountain Office' editorial attempts to balance the in-office etiquette with the adventures that the outdoors promise. The models are depicted as having meetings outside, but this gesture is not only visual. The North Face Japan's SS 2020 range features elegant and work-appropriate silhouettes that are made to be performance-ready thanks to lightweight and breathable materials, as well as a multifunctional construction approach.
Image Credit: Goldwin
Why This Trend Is Growing
- Urban Exploration
- Disruptive innovation opportunity: Develop outdoor apparel and equipment that seamlessly transition from city environments to outdoor adventures.
- Work-ready Performance
- Disruptive innovation opportunity: Create stylish and functional workwear that incorporates performance features like lightweight materials and breathable fabrics.
- Multifunctional Construction
- Disruptive innovation opportunity: Design products that can serve multiple purposes and adapt to different environments, providing versatility and convenience for consumers.
Industries Being Reshaped
- Outdoor Apparel
- Disruptive innovation opportunity: Explore ways to merge fashion with high-performance features, catering to consumers seeking both style and functionality in outdoor clothing.
- Workwear
- Disruptive innovation opportunity: Develop modern workwear that combines professional aesthetics with performance attributes, meeting the needs of professionals who value versatility and comfort.
- Lifestyle Accessories
- Disruptive innovation opportunity: Create accessories that seamlessly integrate into urban and outdoor lifestyles, providing convenience and enhancing the overall experience for consumers.
