Keep an eye out for more installments of the multimedia rollout of Fall 22.
“The partnership between U.S. Ski & Snowboard and The North Face brings together the best of our two organizations, with our long shared commitments to elite mountain and adventure sports athletes,” said Dennis Seydel, Chief Marketing Officer at The North Face. “As a brand forged by those who push the boundaries of human potential, we are proud to provide current and future generations of ski and snowboard legends with The North Face as they train and compete on the world stage.”
“The North Face is synonymous with innovation, performance and a deep respect for the mountains, which are values that align perfectly with U.S. Ski & Snowboard,” added Sophie Goldschmidt, President and CEO of U.S. Ski & Snowboard. “This partnership is about more than outerwear; it’s about equipping our athletes with world-class gear that supports them from training to competition as we build toward 2030 and 2034.”
Flowers - a recurring motif in VVUTURA's work - appear here not as decoration, but as evidence of the persevering survival of softness within controlling and restraining systems; blooming despite being in an environment with no supporting growth factors. The colorful and lively burst against a stale fallen figure and stark white walls spurs conversation on emotional polarity. Magnets are a metaphor for this polarity, embedded into the garments to represent how clothes cling, restrain, and connect the body, directing the emotional architecture of modern desire. The invisible forces - attraction, repulsion, dependency, intimacy - that dictate how bodies move toward or away from one another.
The industrial space barely scattered with life becomes a limbo between romance and alienation. The female figure is on display, yet she cannot return the viewer’s gaze. She remains silent, still, gaze and body glued to the ground. Her avoidant form is confrontational. The synthetic doll reflects contemporary intimacy: romanticized, projected onto, endlessly reconstructed, desperately searching for sincerity beneath performance.
