Moose Knuckles introduces its Fall Winter 2025 campaign, Pulse of the City, with Amelia Gray as its face, marking the brand’s first season under CEO Ellen Kinney and a refreshed leadership team. The Montréal-based label uses this campaign to reimagine its core collection for a new era while reaffirming its Canadian roots. The initiative sets the stage for growth, signaling how Moose Knuckles plans to connect with audiences in key global markets through product, imagery, and experiences.
The campaign spans seven cities: New York, Montreal, Paris, London, Shanghai, Milan, and Tokyo, each chosen for its influence in fashion, business, and art. These hubs provide the framework for a narrative that ties the brand’s outerwear to the pace of urban life. Moose Knuckles will extend this campaign through immersive pop-ups and activations in each market, creating opportunities to meet consumers directly and introduce them to the brand’s signature Canadian edge in an international context.
Amelia Gray fronts the campaign, continuing her role as one of Moose Knuckles’ most visible faces. Her return signals continuity while also setting the tone for a renewed vision. Gray embodies the energy the brand associates with the modern cultural vanguard, individuals who live in constant motion and leave an imprint on the cities they move through. Photographer Richie Talboy captures this energy in a series of images that reflect the distinct pulse of each location, translating it into sharp, visual storytelling.
At the center of FW25 are four core silhouettes: the Ballistic Bomber, 3Q, Stirling Parka, and Debbie Bomber. These pieces define the Moose Knuckles offering and form the foundation of the season. Each comes with features designed to maximize performance, including refined internal components, breathable removable shearling trim compatible with all hood sizes, and innovative down technology that achieves both loft and warmth. The designs emphasize comfort and movement while maintaining a sculpted fit through details such as a long, curved profile that frames the face.
Ellen Kinney describes FW25 as a turning point for the label. She explains that the collection reflects Moose Knuckles’ Canadian identity while drawing on the perspectives of a global community. Kinney positions the collection as adaptable and forward-thinking, qualities she believes align with the evolving lifestyles of today’s consumers.
The collection reaches the market immediately, with availability through select premium retailers worldwide, Moose Knuckles stores, and the brand’s official website. Price points range from USD $850 to $2,000, positioning the collection in the premium outerwear space. With its campaign centered on major global cities and a lineup of refined core silhouettes, Moose Knuckles signals its direction under new leadership while building on the recognition it has already earned in the outerwear category.
