‘Woolrich: American Soul since 1830’ marks an important moment in this brand’s story. Throughout its 187 years of existence, Woolrich has been rooted in American creations; from the fabrics to the designs, each piece is a celebration of this national heritage. This year, the oldest American outerwear brand has decided to go one step further.
With this Fall 2018 collection, Woolrich has shifted the spotlight from the creations to the creators, using a series of capsule collections to spotlight the people who have built the unique heritage that the brand so values. What better way to launch this new chapter than with the legendary multi-platinum and award-winning artist who has been a defining voice in American music for over two decades: Ms. Lauryn Hill.
This collaboration marks an important moment in Lauryn Hill’s own story since it coincides with the 20th-anniversary tour and celebrations for The Miseducation of Lauryn Hill. Under the creative direction of FrameWork, the campaign is a true homage to the album and the artist behind it, featuring an exclusive performance of ‘Ex-Factor’ and a rolling commentary of the artist’s definition of “American Soul.”
That being said, this is a collection that celebrates both her known and little-known talents, highlighting just how multi-faceted Hill really is. While her style is known to be as eclectic and bold as her music, this capsule (her first fashion campaign, we might add) has revealed that Ms. Lauryn Hill is also an experienced designer. Not only has the musician designed and sewed many of her own looks over the years, she presented Woolrich with over 30 different outerwear ideas (complete with background concepts and materials), including the album-emblazoned Arctic Parka with embellished appliqués at the center of this campaign.
The result? An iconic take on an iconic coat.
Get a first look into the Woolrich x Ms. Lauryn Hill collection in the campaign, below. It will be available at Woolrich stores and select retailers.
Media courtesy of: Frame Noir