Napapijri, the outerwear brand synonymous with adventure, has strategically appointed Christopher Raeburn as its Global Creative Director, ushering in a new era of brand rejuvenation. Renowned for his pioneering efforts in sustainable fashion through recycling and upcycling, Raeburn’s role goes beyond mere design; it positions him as a curator shaping the very essence and trajectory of Napapijri.
Silvia Onofri, President of Napapijri, drew a parallel between a creative director and a brand curator, emphasizing their pivotal role in defining the brand’s vision. Raeburn, who has previously held a similar role at Timberland, will spearhead the design and development of Napapijri’s Fall 2025 collection, following an anticipated capsule collection for Spring 2025.
Onofri articulated the brand’s aspirations to reclaim its status as an elevated, premium brand with a distinctive vision. The intent is to transcend beyond being merely functional outerwear, bringing back a robust brand spirit and immersive experience. Raeburn’s expertise is seen as instrumental in rekindling the brand’s identity.
Napapijri’s resurgence involves not just a return to its roots but a leap forward into contemporary relevance. Raeburn shared his vision of cultivating Napapijri’s community of outdoor enthusiasts, infusing it with modernity through the strategic use of AI, digital fashion, and innovative communication activities. This visionary approach aims to position Napapijri as an integral part of the cultural zeitgeist.
The collaboration is a pivotal move for Napapijri, indicating its commitment to a global audience. While the brand has a strong presence and awareness in Europe, Onofri highlighted the growing interest in other regions, including the Middle and Far East, and the United States. Christopher Raeburn’s appointment is not just a change in leadership but a strategic initiative to redefine and amplify Napapijri’s brand narrative, ensuring it resonates globally and stands out in the competitive landscape of contemporary fashion.
