A Gucci collaboration with outdoor brand The North Face has been mocked for showing models hiking up mountains wearing skirts and heels teamed with giant puffer jackets.
Mountaineers and hikers said they were horrified that the long-standing label, known for its no-nonsense climbing wear, had teamed up with the high end fashion house and branded it fashion for ‘the Daddy’s credit card brigade’.
The North Face’s Instagram account has suffered comment after comment questioning the 1970’s-inspired tie-up, promotional pictures for which show camping models mixing patterned outerwear with sandals and smart leather bags.
The collaboration has been plugged by Pixie Geldof, who was apparently paid to promote the range to her 194,000 Instagram followers.
A collaboration between Italian fashion house Gucci and outdoor brand The North Face is being mocked online after adverts for the line showed models hiking in heels, skirts and puffer jackets
Models can be seen frolicking in the woods wearing heels and leatherwear in a 70s inspired move by Gucci and The North Face that has received a largely negative reaction
Many fans of The North Face were not impressed by the collaboration between the two brands, with some asking if it was an April fool
On Wednesday the socialite posted a picture of herself in a green gilet with a huge North Face/Gucci logo, saying: ‘In my head this is very Lady Di @gucci #thenorthfacexgucci #ad.’
Her friend Daisy Lowe replied: ‘Such a BABE I LOVE THIS SO MUCH.’
Fashion designer Henry Holland also chipped in, saying: ‘Never been more jealous.’
But she too was criticised by some social media users, with Rebecca Jones commenting: ‘This stuff is just expensive disposable fashion isn’t it? No one who can afford this stuff will ever wear it for more than one season then….’
In adverts for the line, models wearing puffer jackets, leather wear and heels are seen hiking in the woods
Fans of The North Face were not impressed by the collaboration, calling it impractical and ‘expensive disposable fashion’
High socks, booties, puffer jackets and denim shorts; the collaboration between Gucci and The North Face did not land well with some consumers
But for The North Face’s Instagram account, things were looking far gloomier, with dozens of negative messages blasting the tie-up as a sell-out.
‘Bro I swear if I ever see someone outdoors dressed like that,’ one unimpressed user said.
‘Rest In Peace to a once proud and respected outdoor company,’ another wrote.
One commenter said the collab showed people ‘dressed impractically’, adding: ‘My issue is a brand that I used to love feeling the need to partner with an overpriced fashion brand and use overpaid and underskilled models in an advert wearing inadequate and ridiculous clothing whilst pretending to do #adventure.’
‘Perfect time to release this collab since people are getting evicted from their homes. These tents are going to look (fire emoji) under all of the highway overpasses,’ said another.
Socialite Pixie Geldof promoted the line in a sponsored advert on her Instagram account, saying it made her feel like lady Di (pictured)
‘Someone in marketing needs fired for this disaster,’ quipped another.
And one wrote: ‘We need conservation not exploration. I’d love to see you promote your renewed and refurbished clothing store,’ while one vowed: ‘If this is real, I am legit never buying North Face again.’
‘Gucci designed itself as status, opulence and fashion. North Face is breaking into the fashion arena now? Disappointed. Not gonna lie,’ another commented.
The two brands are running several pop-ups offering the high-priced gear.
At London’s Selfridges department store, staff are offering one-on-one video calls for potential buyers to check out the collection, with slots already sold out.
A note on the store’s website reads: ‘What happens when one of the most revered fashion houses joins forces with the world’s most iconic outdoors brand.
Unimpressed social media users ridiculed the images of the collaboration, with one remarking that ‘someone in marketing’ needed to be fired
‘An unexpected yet seriously covetable collection. Join us to explore the story behind the collaboration and shop the sought-after pieces exclusively at Selfridges with a one-to-one video call at home.
‘Due to high demand, our video call appointments are currently fully booked – be the first to know when more slots become available by following @TheOfficialSelfridges and sign up to our newsletter below to hear about future exclusive-to-Selfridges launches.’
It went on: ‘Inspired by the 70s and packed with colour, pattern and planet-conscious credentials, the pioneering collaboration between The North Face and Gucci brings Alessandro Michele’s playful, eclectic vision to The North Face’s signature styles – an outdoors brand that has kitted out everyone from Himalayan explorers to inner-city commuters since it was founded in 1968.
‘Available to shop exclusively from our Corner Shop at Selfridges London via a one-to-one video call while our store is temporarily closed, the collection celebrates self-discovery and frees up the lines between fashion and function.
‘From hiking boots to puffer jackets, backpacks to sleeping bags, this is a collection that both speaks to our renewed appreciation of the outdoors and shows how collaboration can continue to break down boundaries and broaden fashion’s horizons.’
On Gucci’s website, a description reads: ‘A collaboration which connects two brands with similar history and values, The North Face x Gucci celebrates the spirit of exploration.’
The North Face was founded in the US in 1968 to supply climbers and its distinctive logo celebrates a granite dome in Yosemite National Park.
However in recent years it has become trendy and is now much-loved by British teenagers.