Craghoppers New AW23 ‘Cool, Still.’ Campaign
Companies may gift products for reviews or ask for us to link with paid commissions. This site also uses ads and affiliate links, please see our policies for more info.
In a world dominated by a relentless and fast-paced lifestyle, Craghoppers is taking a step back, inviting us all to embrace the serenity of nature in its AW23 campaign, aptly named ‘Cool, Still.’ This campaign encourages us to break free from the relentless hustle and bustle, to pause, reflect, and breathe.
In a society that often glorifies constant motion, ‘Cool, Still’ advocates for a slower, more deliberate way of living. It’s about letting go of the “fast food mentality” and embracing a “slow-cooked movement.” Craghoppers wants you to experience the profound sense of stillness found in nature, encouraging you to hit the pause button and reconnect with the world around you.
For this unique campaign, the Craghoppers team embarked on a journey to a secret location nestled deep in the heart of the picturesque Cotswolds. Surrounded by clean air and enveloped in the tranquility of nature, they discovered solace in sustainable, modernist architecture—an exquisite boat house on a serene lake.
This is the essence of ‘Cool, Still’—an ode to the outdoors, even when it’s all slowed down to the point of almost being perfectly still.
“There’s nothing slower than getting outside and enjoying nature. This Craghoppers campaigns encourages us to reset and breathe. People continue to enjoy wearing technical looking clothes. Gorpcore is no longer a trend, it is a permanent category in both outdoors and fashion, and everything in between.”