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Moving mountains: highlighting The North Face's IWD campaign

By The Drum Network, Staff Writer

March 9, 2020 | 2 min read

To mark International Women’s Day, The North Face is releasing a video created by Big Group to highlight the empowering story behind their new International Women’s Day collection.

Big Group has been The North Face’s European creative agency since 2018, and in January 2020 sent an all-female team to Jordan to produce a video documenting the creation of the new collection as part of The North Face’s commitment to women and International Women’s Day. The film tells the story of the all-female factory in Jordan, featuring workers along with several of The North Face’s ambassadors and influencers, to be placed across The North Face website and social platforms in short and long form edits.

Led by women’s rights activist Oryana Awaisheh, the all-female workforce at Jerash Garments came together to create new opportunities for women in Al-Hasa, Jordan. The North Face placed the factory’s first order – a limited edition range of t-shirts and tote bags underlining female empowerment, togetherness and the commitment to a better future.

The campaign underlines the brand’s heritage of supporting women to create a platform for positive change, from sponsoring the first all-female expedition of Annapurna in 1978 to supporting Margo Hayes in her quest to become the first woman to climb 9a+.

The North Face enlisted British photographer and filmmaker Holly-Marie Cato to capture the stories of these remarkable women, including global superstar Jess Glynne, who makes her first appearance as an ambassador for The North Face.

Jess Glynne is joined by The North Face athletes Marion Haerty, Caroline Ciavaldini and Mathilde Becerra, and influencers Candice Brathwaite, Carlotta Vagnoli, Emma Svensson, Marie Mouroum, Riya Hamid and Sofia Jin.

The story continues for The North Face and the women of Jerash Garments – pushing boundaries, coming together and sharing philosophies across different passions, supporting women across the world this International Women’s Day.

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The North Face

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