Napapijri’s Spring Summer 18 campaign ‘Out of Nowhere’ is in a space of its own, defying trends and cultural provenance that transcend Napapijri into a brand of now: youthful, diverse, confident, outward looking and inclusive of citizens with a global mind-set.

The campaign was developed by London based creative agency Virtue and was shot in the barren, otherworldly landscape of the Sierra Nevada desert in South East Spain by the photographer Alex de Mora and styled by Jordan Dean Schneider. The campaign plays with ambiguity and a sense of adventure, exploring the unexpected journey of Napapijri’s heritage-forward focus. The expansive open horizons provides a striking backdrop, conveying a geographical obscurity and openness, mirroring the north, south divide of the brand’s recognisable box logo.