
Outerwear brand Napapijri has appointed Christopher Raeburn as global creative director. British designer Raeburn is known for his sustainable initiatives as a recycling and upcycling fashion pioneer.
“Having a creative director is like having a brand curator, [which] in our holistic view [defines] where we want to go and the vision of the brand, which can be expressed in full if the brand has a proper guide”, stated Napapijri president Silvia Onofri in an exclusive interview with WWD.
Raeburn, previously the global creative director and collaborator at large at Timberland, another brand under VF Corp., the parent company of Napapijri, will lead the design and development of the Napapijri collection for Fall 2025, following a capsule collection for Spring 2025.
“Napapiri in the ’90s used to be an elevated, premium brand in the fashion panorama, and then at a certain point, the brand message [got] diluted”, stated Onofri. “Now we want to get back to being a brand, with a brand spirit, brand vision, to be immersive and have a reason why, and a creative director is really the key to curate this vision, especially someone like Christopher”.
The designer concurred, expressing his vision to boost the brand’s community of outdoorsy enthusiasts and build on the brand’s heritage by leveraging AI, digital fashion, and communication activities to become “part of the cultural zeitgeist.”
The collaboration between Napapijri and Raeburn is seen as a crucial step in engaging global customers. Onofri highlighted the brand’s strong awareness and footprint in Europe, with growing interest in other regions, including the Middle and Far East and the US.