CANADA GOOSE: Live in the Open

The campaign is set in the highlands of Northern Scotland and tells the stories of bold and brave women who embody the brand’s Live in the Open ethos. The campaign showcases the brand’s new outerwear range, which demonstrates an increased focus on womenswear design as part of the brand’s plan to grow its female offering.

“As a brand, we strive to share powerful and meaningful stories with our audience and we are excited to celebrate our all-female cast,” said Penny Brook, Chief Marketing and Experience Officer at Canada Goose, “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.”

Embracing the stunning backdrop and unpredictable weather of the Scottish Highlands, Leibovitz’s signature style captures the raw beauty of the campaign protagonists and the landscape while highlighting the performance and style of the products.

Led by an almost all-female crew, the campaign shoot highlights the power and impact of bringing together female talent both behind and in front of the lens. Through the lens of this campaign, we hope to show the world that women are just as capable of creating great content as men, and that we can do it together. From actor, Jodie Turner-Smith, model, musician, and DJ, Soo Joo Park, and model and actor, Khadijha Red Thunder, the three inspirational women fronting the campaign are known for using their platforms to challenge the status quo, push boundaries, and stand up for what they believe in, while remaining true to themselves and maintaining their personal integrity.

Jodie Turner-Smith, who stars in Noah Baumbach’s forthcoming “White Noise” and “The Independent” opposite Bryan Cox, was also the first woman of colour to play the role of Anne Boleyn on television. She is involved with Equality Now, a non-profit focused on creating, reforming, challenging, and applying the law to establish enduring equality for women and girls everywhere.

“Above anything else, I feel the need to be true to myself and express that truth in everything that I do,” said Turner-Smith. “Now that I’m a mother, I feel most strongly about being a 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.”

Soo Joo Park is the first Asian-American woman to act as a L’Oréal USA spokesperson, and she’s continued to play an active role in promoting diversity in the entertainment industry ever since. She’s participated in outreach programs, spoken at colleges, and worked with organisations like APEX for Youth, all in an effort to support and promote understanding and appreciation of different backgrounds.

“I do try my best to be a responsible, respectful person for nature or for other people,” said Park. “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.”

As an advocate of Native American, African American, and Spanish descent, Khadijha Red Thunder has been working to help with educational and mental health issues facing communities living on reservations, and within 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,” said 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.”

Each of the campaign muses is an inspiring advocate for underrepresented voices, championing causes that serve to uplift marginalized communities. They inspire women around the world to embrace their authentic selves and seek the greatness within.

With new parkas and jackets, as well as a coat and a vest, the brand promises women that style and performance can coexist – with customizable elements that allow consumers to express their personal style.

Crafted in Ventera, a luxurious fabric with a smooth, soft-to-the-touch finish, the products feature clean lines and tonal branding for effortless sophistication with flattering silhouettes. The Marlow Parka, Marlow Coat and Rayla Vest features an adjustable and removable belt for a customizable fit, while also providing the versatility to dress up or down.

The Aurora Parka and Aurora Jacket, crafted in the same luxurious material, feature contoured quilting patterns and an interior drawcord to create shape. Finally, the Marlow Jacket features clean quilt lines that flatter the figure, while the hem interior drawcord provides an adaptable fit and warmth retention. Designed with style in mind, these pieces are available in a range of colourways which include black and navy as well as softer shades of grey, green, and pink to fit every personality.

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