Canada Goose heads to the Scottish highlands

Breaking away from snowy vistas, Annie Leibovitz led an all-woman crew to craft a message of empowerment.
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September 22, 2022

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Canada Goose is taking even more inspiration from the arts for its Fall/Winter campaign, collaborating with Annie Leibovitz to show what happens when you empower women in front of and behind the lens.

The famed photographer took shots of Equality Now advocate, Jodie Turner-Smith, L’Oréal spokesperson and model Soo Joo Park and model and Indigenous actor Khadijha Red Thunder. She also worked with an all-woman crew

Each of the campaign “muses” has unique stories to tell and actively champions causes that serve to uplift underrepresented voices, according to the brand. They inspire women around the world to embrace their authentic selves and seek the greatness within.

Set in the Scottish highlands, the campaign is a continuing of the brand’s “Live in the Open” ethos, finding inspiration in artists’ stories and tales of perseverance and resilience.

While previous campaigns have been set in the snowy Canadian north to show off that resilience, this campaign went to Scotland to promote the brand’s new seasonal parkas and jackets, as well as a coat and a vest.

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“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, Canada Goose CMO, “because 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.”

The full collection launches Thursday in select stores around the world, online and at select wholesale partners globally.

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