[Asia Economy Reporter Yujin Cho] Canada Goose, a performance luxury brand operated by Beaker, the contemporary multi-shop of Samsung C&T Fashion Division, announced on the 28th that it will launch the second season of the 'Live in the Open' campaign.
In particular, this campaign was created in collaboration with adventurer and film safety expert Aldo Kane, dancer and choreographer Suzette Brise, and actor Dou Xiao. They appear in three films, each containing their unique Live in the Open story. To bring out the diverse voices of the new generation, the resilience and perseverance inherent in the survival of creators were embedded in each story.
In the first story, Aldo Kane, an adventurer and explorer who set a world record, practices how to control matter with the mind. Emphasizing the lightweight parka that defies gravity, the film delves into the mind of an adventurer embarking on a difficult journey, revealing the courage and determination needed to face adversity, look inward, and break through.
The second story shows internationally respected choreographer and creative director Suzette Brise demonstrating that strength begins from within. Highlighting the infinite movement of the Canada Goose hybrid jacket, this film dances with Suzette Brise on a journey toward inner confidence, pushing herself beyond her comfort zone to find her place.
The third story, scheduled to be released on the 2nd of next month, features Chinese-Canadian actor Dou Xiao telling a story that transcends the ordinary through Canada Goose’s new light gray product. He embarks on an exploration beyond the familiarity of everyday life and discovers a new and colorful world full of endless possibilities.
Canada Goose plans to expand the true relationship between film and the entertainment industry through a second behind-the-scenes story series featuring the campaign’s producers, including director Lisette Donkersloot, known for producing music videos for internationally renowned artists.
Song Taegun, Beaker team leader, said, “The Canada Goose Fall/Winter season campaign embodies the brand spirit of Live in the Open and the brand philosophy of expressing oneself freely without judgment.” He added, “Through collaborations with diverse creators, we have elegantly captured the values the brand pursues and will continue to expand sincere communication with the younger generation.”
Meanwhile, the Canada Goose Fall/Winter season campaign videos will be released sequentially on the official website, and all products will be sold not only at Samsung C&T Fashion Division’s integrated online mall SSF Shop and Beaker’s Cheongdam and Hannam flagship stores but also at Lotte Department Store Main Branch and major department store pop-up stores.
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