Campaign | The North Face Urban Exploration SS25 by eye_C

Under the direction of Naohiro Fujisaki (meanswhile) , the designer leads the charge for The North Face Urban Exploration Spring/Summer ’25 (releasing in April), ushering in a new era of creative discourse, which sees the independent designer reworking selected garments from the outdoor outfitter in his signature manner.

An offshoot of The North Face’s mainline offering, The North Face Urban Exploration debuted in Hong Kong and Shanghai stores in 2016, looking to capture the attention of consumers who required versatile clothing to navigate outdoor and urban settings alike. As a result, The North Face Urban Exploration began remastering classic mountaineering silhouettes synonymous with its DNA, such as the Mountain Jacket, Himalayan Suit, and Denali Jacket, with additional features and fabrics compatible with daily life.

An independent designer in his own right, Naohiro Fujisaki seeks to channel and capture the origins of The North Face’s Urban Exploration by marrying his signature design language onto existing styles, while injecting a burst of colour that breaks away from the traditional perception of outdoor clothing.

Through Fujisaki-san’s lens, reimagined silhouettes include the Himalayan Suit, the Mountain Jacket, and the Denali Jacket, arriving equipped with thoughtful features like detachable modular components, large pockets, tailored cuts, multiple zippers, and more. Key pieces are constructed using The North Face’s proprietary DRYVENT™ material, which has been treated with a DWR finish that helps form droplets and repel water from the surface of the garment.

In this campaign, eye_C captures the spirit of Urban Exploration, with models cast against futuristic landscapes, accompanied by versatile clothing that is woven with a go anywhere attitude. Additionally, the editorial mirrors Fujisaki’s choice of colour through setting, drawing inspiration from brutalist and industrial design, accented by vibrant hues.

For further information regarding the release date and availability of the collection, please refer to The North Face Urban Exploration’s Instagram.

*This collection is only available in Asia except Japan & Korea