The new North Face campaign rediscovers the brand's archive "More than a jacket" in collaboration with San Francisco Museum of Modern Art

On 12 October North Face announced 'More than a Jacket', the new campaign created to celebrate the great adventures that have made the history of the brand for more than 55 years, in collaboration with the San Francisco Museum of Modern Art.
The goal is to create the first crowdsourced digital archive, calling a collection for lovers of exploration and adventure from all over the world and inviting them to share stories and images in which their favorite brand products are worn with the hashtag #MoreThanAJacket.
Once again, museums are spokespersons of the profound link between fashion and art, promoting initiatives and establishing direct relationships with brands, as already in the collaboration between Louis Vuitton, Takashi Murakami and the Brooklyn Museum in 2008 or COS for the Guggenheim in 2016.