Moose Knuckles unveils AW23 campaign starring Alanis Morissette

Outerwear brand Moose Knuckles has reaffirmed its Canadian roots with the launch of its new AW23 campaign starring acclaimed Ottawa-born singer Alanis Morissette.

The ‘Get in Line’ campaign is the first directed by Carlos Nazario, well known for his eye for detail as Global Fashion Director at i-D magazine, since his appointment as Global Artistic Director of Moose Knuckles in March 2023

A central part of the campaign is its reimagination of Morissette’s iconic music video for her ‘Hand in my Pocket’ song, with the singer walking down a street with a herd of ‘moose’ in tow.

While Morissette leads the way, the campaign also features emerging American actor and star of HBO series Euphoria, Javon “Wanna” Walton, Beatrice Domond, the first and only female professional skateboarder to land a Supreme sponsorship, Toronto-based music artist Mustafa the Poet, who has collaborated with the likes of world-famous Canadians including Drake, and young model Shy.

All are described as “drivers of culture in their own rights”, shown in familiar day-to-day city scenes from waiting on a subway platform to huddled up in a close-knit circle on the street.

Speaking about the new campaign, Nazario said: “For the Moose Knuckles’ Fall/ Winter ’23 campaign, we return to the streets. On our bustling, energetic, wild, irreverent and beautiful stomping grounds where anything can happen, we encounter our creative community on a daily basis. Our endlessly inspiring urban tribe are the protagonists of this campaign. People like Alanis Morissette, Mustafa the Poet, Javon Walton, Beatrice Domond and Shy truly embody the Moose Knuckles spirit of boldness, fearlessness, passion, and talent!”

Alanis Morissette commented: “I’m excited to be the face of Moose Knuckles’ Fall/Winter ’23 campaign. Moose Knuckles is a modern and forward-thinking Canadian luxury label that is street-meets-haute.

“As a young artist singing from the age of 9 in my hometown of Ottawa, I felt surrounded by a quality of expressing that was androgynous and brazen. I am very happy to be working with a brand that understands the importance of raw and visceral expression being brought to the world. Moose Knuckles lives by this commitment and honours it in their designs.”

The campaign also unveils the brand's largest autumn collection to date, “growing its product offering to become a year-round luxury fashion destination”.

This season, the brand introduces new iterations of its bestselling ‘Bunny’ outerwear piece, and its cold weather ‘Icons’ collection features a wider range of lighter weight jackets and parkas catered to climates that may not quite reach “Canada Cold”.