Moose Knuckles’ latest campaign, “Get In Line,” sets the stage for a captivating urban experience that intertwines with the vibrant lives of their creative community. This campaign vividly brings to life the brand’s iconic outerwear Icons against the backdrop of the bustling streets. Notably, this campaign marks the debut of Carlos Nazario as Moose Knuckles’ Global Artistic Director, a role he took on earlier this year. Inspired by the grit and determination of city living, the campaign showcases Moose Knuckles’ Fall/Winter ’23 collection through a diverse ensemble of contemporary creative talents, portraying their unique ways of braving winter’s harshest elements.
Leading the campaign is none other than legendary Canadian music artist, Alanis Morissette. With her undeniable influence on the alternative music scene of the ’90s, Morissette bridges the gap between the groundbreaking force of her era and the next generation of revolutionary creatives. She embodies the archetypal figure within the Moose Knuckles creative world and is known for her unapologetic and authentic approach to her music, which resonates with fans worldwide. It is fitting that Moose Knuckles, with its commitment to raw and visceral expression, has chosen an artist of Morissette’s stature to represent their brand.
As a trailblazer, Morissette shares her excitement about being the face of Moose Knuckles’ Fall/Winter ’23 campaign: “I’m excited to be the face of Moose Knuckles’ Fall/Winter ’23 campaign. Moose Knuckles is a modern and forward-thinking Canadian luxury label that is street-meets-haute. As a young artist singing from the age of 9 in my hometown of Ottawa, I felt surrounded by a quality of expression that was androgynous and brazen. I am very happy to be working with a brand that understands the importance of raw and visceral expression being brought to the world. Moose Knuckles lives by this commitment and honours it in their designs.”
A central highlight of the campaign is the reimagination of Morissette’s iconic music video for the song “Hand in my Pocket.” In this reinterpretation, Morissette strolls down a street with a herd of “moose” trailing behind her. The herd includes aspiring creatives adorned in Moose Knuckles’ outerwear, embodying the brand’s cheeky irreverence and refusal to take itself too seriously. It is worth mentioning that Moose Knuckles fondly refers to its loyal customer base as a “herd.” This playful adaptation perfectly aligns with the brand’s character.
While Morissette leads the charge, the campaign also showcases emerging talents such as Javon “Wanna” Walton from the hit series Euphoria, Beatrice Domond, the first and only female professional skateboarder with a Supreme sponsorship, Toronto-based music artist Mustafa the Poet, who has already collaborated with renowned Canadians like Drake and The Weeknd, and “Shy,” a rising talent in the fashion industry. Each one of these cultural influencers brings their own unique flavour to the campaign, depicted in relatable city scenes, from subway platforms to close-knit circles on the streets.
Carlos Nazario, the Global Artistic Director of Moose Knuckles, shares his excitement about the campaign: “For the Moose Knuckles’ Fall/Winter ’23 campaign, we return to the streets. Anything can happen on our bustling, energetic, wild, irreverent, and beautiful stomping grounds. Our endlessly inspiring urban tribe takes centre stage in this campaign. People like Alanis Morissette, Mustafa the Poet, Javon Walton, Beatrice Domond, and Shy truly embody the Moose Knuckles spirit of boldness, fearlessness, passion, and talent!”
The Moose Knuckles Fall / Winter ’23 collection ranges from €180 to €1.995 EUR and are available now at Moose Knuckles boutiques, select retailers and mooseknucklescanada.com.
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