Canada Goose has released a fall ad campaign shot by Annie Leibovitz that aims to embrace female strength and individuality.
Dubbed “Live in the Open,” the campaign features three trailblazing women from different worlds of cinematography, performance and sport. They are connected by a relentless pursuit of purpose and the passion to be part of something bigger.
The three are Sheila Atim, actor, musician, writer and composer; Sophie Darlington, wildlife filmmaker and cinematographer, and Kimberly Newell, Olympic ice hockey goalie.
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The campaign was shot in New Mexico, with the same backdrop that inspired Georgia O’Keeffe.
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The three women are styled in Canada Goose outerwear, knitwear, footwear and accessories.
“I loved these women — and their compelling stories,” said Leibovitz. “We were all bewitched by the power of the New Mexico landscape. Bringing them together in such an incredible, natural environment was very inspiring.”
This is not the first time Leibovitz has photographed for Canada Goose, she shot the fall 2022 campaign.
Penny Brook, chief marketing and experience officer at Canada Goose, added, “This is all about celebrating fearless and visionary women, past, present and future. It’s a great honor to do that with the highly esteemed cast and crew involved in this year’s ‘Live in the Open’ campaign, all of whom play a crucial role in inspiring our female consumer to live boldly, without compromising on style or performance.”
The global campaign breaks today and will appear on social media across talent and Canada Goose, as well as Canada Goose e-commerce, retail and out-of-home in Los Angeles, Boston and Chicago.
As reported, Canada Goose has unveiled a major retail expansion plan to double its store footprint to 100 stores by 2028. The Toronto-based company has also been diversifying products beyond its cold weather outerwear. By the end of fiscal 2023, Canada Goose’s non-heavyweight down sales represented 42.9 percent of sales, up from 38.5 percent the prior year. It has added warmer weather options such as rainwear and footwear, and will be adding eyewear, luggage and home.