Christopher Raeburn takes creative helm at Napapijri as brand focuses on elevation

By

Sandra Halliday

Published
Nov 15, 2023

Napapijri has announced the appointment of British designer Christopher Raeburn as its Global Creative Director with the company saying he joins as “the brand ventures into the next phase of its journey to become more design-led and elevated”.

His first design project for the label will be a capsule collection due for SS25, while the first full collection under his vision, across men’s and women’s, will follow for AW25. 

The company said Raeburn’s “distinctive take on fashion design as a driver of positive change will inject Napapijri’s iconic visual and stylistic identity with cutting edge vitality and will push the boundaries of its longstanding dedication to responsible materials and innovation”. 

Raeburn added that he’s “passionate about creating authentic, functional, and responsible designs that incorporate innovative materials and products” and that Napapijri “is a brand that truly embodies these values”.

He also referenced the plan to develop the brand saying “we’ll elevate our products with modernity, functional fashion, and digital innovation. Our goal is to ensure that this approach is reflected in every creative touch point for the Napapijri community and beyond”. 

Napapijri also referenced Raeburn’s “famous design ethos – Remade, Reduced, Recycled” and its own “dedication to sustainability as the most radical form of creativity through design and innovation”.

It wants Raeburn to “distil the brand’s outdoor fashion heritage and urban vibe into cutting-edge looks, steering product development and creative direction towards an elevated, responsible, culturally relevant trajectory”. 

And Napapijri president Silvia Onofri called Raeburn “a visionary designer whose creative leadership and expertise will be instrumental in elevating the brand to the next level and shaping its future direction”.