The brands that we’ve seen come out on top this season all have one thing in common: adaptability.
The power to evolve along with your environment not only proves a versatile nature and timeless spirit but has also put new brands on the luxury fashion map in the past few years.
Most recently, we’ve been noting the moves of the Canadian-born brand Mackage.
In its Sustainable Spring 2022 campaign, Mackage spotlighted Indigenous model Quannah Chasinghorse to highlight the impact of protecting the environment. In a piece photographed by Tyler Mitchell, Quannah explains, “It’s so important to partner with brands and businesses that will not only do the work to uplift you as a person but also uplift what you believe in. Mackage is focusing on sustainability, recycling, and, most importantly, doing the work. That’s the beauty of this campaign: it’s not all about me, it’s about community.”
Coming off from an eco-friendly-guaranteed drop, Mackage looked towards new heights for SS23, bringing the brand's protective fashion DNA to all seasons and offering the versatility of protection – with all of the sustainable backings of its last line, of course. Trench coats, utility-style vests, and windbreakers make a statement in its latest drop and feature sustainable or upcycled materials.
With a signature style and conscious construction under its belt, Mackage set claimed new territory once again with “Destinations” across ‘22 and ‘23, where the brand teamed up with some of the biggest cultural tastemakers from coast to coast.
Partnering with the Brooklyn Nets and Barclays Center, Crosby Studios designed two interactive installations within the arena. Seamlessly blending art, fashion, and basketball culture, the pop-up displayed a dramatic metallic locker room, playfully celebrating Macakge’s iconic metallic puffer. But it doesn’t end here.
This past January, Mackage continued its ongoing partnership with Frieze with custom in-store installations. Tapping contemporary artist and photographer Letha Wilson, Mackage honored the modularity and versatility of its Winter ‘22 outerwear collection with a sculptural piece that honors sustainability, art, and luxury. Ultiizes images of the wintry outdoors, the piece changes color to reflect the modular moments of the winter collection.
Last, but most certainly not least, in its most adventurous partnership yet, Mackage hosted a popup in Courchevel, France during this year's Courchevel World Cup. In an immersive experience, visitors interacted with an installation by Crosby Studios' renowned artist and founder Harry Nuriev. The structure will be on display until February 26th on the slopes of Hotel Barriére Les Neiges, giving consumers a unique look into the world of Mackage.
Off the slopes, Mackage has continued its unexpected relationship with the outdoors by sponsoring and competing in the 20th annual Snow Polo World Cup in Kitzbühel, Austria. Fitted in a limited edition polo shirt (available to the public online and in its Madison store), Team Mackage proudly took third place this year. Be sure to stay tuned on how the team progresses as a guaranteed member for matches in '23 and '24.
Having dipped into facets of sustainably, art, and culture all within the past few years, Mackage is sure to be presenting its next big thing at any given moment. Stay up to date with the latest at mackage.com.
