Creative Direction for the FW22 Campaign, shot by Annie Leibovitz.

Set in the highlands of Northern Scotland, the aim of FW22 was to highlight the brand’s “Live in the Open” ethos through a showcase of its new outerwear offering, responding to the female consumer’s desire for a stylish outerwear option that did not compromise on warmth and performance.

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.

Results included: 5B+ launch impressions, +53% uplift in likelihood to recommend the brand, and +40% lift in brand recognition as a high quality brand that caters to women.

Photo: Annie Leibovitz
Video: Barbara Leibovitz-Hellman
Styling: Jessica Diehl

Embracing beautiful, epic backdrops and unpredictable weather, the campaign captures the raw beauty of our protagonists and the landscape while highlighting the performance and style of the products. Each of the campaign muses has unique stories to tell and actively champions causes that serve to uplift underrepresented voices. They inspire women around the world to embrace their authentic selves and seek the greatness within. This campaign, led by an almost all-female crew, highlights the power and impact of bringing together female talent both behind and in front of the lens.

Jodie Turner-Smith was 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.

Soo Joo Park has broken barriers and achieved industry firsts as an Asian-American model, and continues to stand up for and champion diversity in the entertainment industry, participating in outreach programs and working with organizations such as APEX for Youth.

As an advocate of Native American, African American, and Spanish descent, Khadijha Red Thunder is passionate about creating opportunities and providing resources for those living on reservations to access grants, education, and support.

The FW22 Live in the Open campaign London tube OOH takeover.