The Moose Knuckles Fall 2021 ad campaign transports Emily Ratajkowski, Pete Davidson, and Adwoa Aboah to a frozen cityscape, fusing the brand’s characteristic Canadian humor and a healthy dose of surrealism. LaChapelle’s signature phantasmagoric environments, including an 8-foot ice wave and a life-sized ice motorcycle, subvert traditional marketing techniques, juxtaposing the extreme with the familiar and inviting consumers to reexamine what they truly need from their outerwear.

“Utility has a different definition at Moose Knuckles. We know our audience and we know how to make unparalleled outerwear tailored to their needs. They like to have fun, to have a good time, to create. And they don’t take days off. We wanted to create imagery that would resonate with their sensibilities. David’s world was the perfect fit.” – Brody Baker, Creative Director

The campaign launches on September 20th alongside Moose Knuckles’ FW21 Collection where the idea of usefulness is reconstructed through enhanced fabrication and considered design. Weight and permeability were minimized, while warmth, mobility, and personality were intensified, resulting in a range of premium outerwear and apparel for anyone looking to brave winter in the city while avoiding the “carabiner” aesthetic.

The campaign features the Comptior Puffer and Tracadie Jacket on Emily Ratajkowski, the Oar River Jacket and Naufrage Jacket on Pete Davidson, and the Gataga Puffer and Afton Vest on Adwoa Aboah.

The Fall collection is available for purchase at mooseknucklescanada.com, Moose Knuckles Stores, and luxury retailers worldwide.