Now, that creative dialogue between Martine Rose and Napapijri returns with a proposal based on 90s archival fashion: plain backgrounds in warm tones, relaxed, almost improvised poses, a focus on fabric texture, and zooming in on the logo are very reminiscent of sports catalogs and streetwear ads from the 90s and 2000s.
Photographed by Alexandra Gordienko and styled by Tamara Rothstein, the lookbook revisits the brand’s archive campaigns, playing with the visual memory that made the original collaboration a cult classic. And yes, it all evokes those vintage campaigns by Champion, Umbro, and even Fila, mixed with a DIY vibe that Martine Rose often recovers.
The first release, available from now, mixes sports and college inspiration with minimalist logos. Curly wool fleeces, striped French terry sweaters and sweatshirts, polo shirts with AOP sponge towel technology, basic logo T-shirts, denim jeans, and caps set the tone for this first installment.
As Rose herself points out: “It’s an opportunity for those who missed out back then to get their hands on the best of those collections.” Because yes, that union never completely dissipated, but rather Rose and the Italian brand were waiting for the perfect moment to reappear. And yes: this is that moment.
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