Napapijri has named British actor and musician Jamie Campbell Bower as the face of its Fall/Winter 2026 campaign, titled “Where Next?” The cinematic campaign follows Bower across a series of real and reimagined destinations — London, Tokyo, Stockholm, Courmayeur, and Mont Blanc — to express the brand’s FW26 collection theme, “A Geography of Humans.”
The campaign launch is timed to coincide with Napapijri’s first entry into the Mexican market, framing “Where Next?” as both a global brand story and a vehicle for concrete retail expansion.
Bower as the “Undisputed Protagonist” of a Cinematic Brand Journey
Napapijri and campaign coverage describe Bower as the “undisputed protagonist” of “Where Next?” — a contemporary cultural adventurer whose journey shapes the campaign’s visual and narrative identity. He is shown wearing key Napapijri pieces across the campaign’s multiple locations, including the brand’s Rainforest anorak.
Bower is widely recognized as Vecna, the central villain in Netflix’s Stranger Things, a profile that extends the campaign’s reach beyond the brand’s existing outdoor and streetwear audience. Coverage in WWD specifically identifies his Stranger Things presence as relevant context for the casting. His parallel career as a musician reinforces Napapijri’s push to position the campaign around cultural identity and creative exploration rather than technical performance alone.
What “Where Next?” Shows — Rooms as Portals, Real and Reinvented Places
The campaign film and imagery follow Bower from London through Tokyo, Stockholm, Courmayeur, and Mont Blanc. The creative concept uses everyday rooms and objects as portals to these destinations, with outerwear — particularly jackets — presented as the literal and symbolic vehicle for travel.
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The narrative deliberately blurs memory, imagination, and reality, depicting each location as somewhere between a documented place and a reconstructed one. NSS Magazine, which published a detailed account of the campaign in September 2026, describes the film as centered on Bower’s journey across destinations shaped by curiosity and possibility rather than fixed geography.
The overarching FW26 collection theme, “A Geography of Humans,” anchors the concept. The emphasis falls on how people inhabit and interpret places, rather than on product specifications or outdoor performance credentials.
Campaign Timed to Napapijri’s Entry Into Mexico
“Where Next?” launched alongside Napapijri’s debut in the Mexican market, through a partnership with department store El Palacio de Hierro. The rollout includes two full-price flagship stores and nine shop-in-shop locations across the country.
An out-of-home activation is also planned in Mexico City’s Polanco district. Coverage in WWD, FashionUnited, Vanity Teen, and CyclonesMag all confirm the Mexico details and present the timing as deliberate — the campaign functions as brand storytelling and as direct support for the retail expansion simultaneously.
Vanity Teen frames Mexico as one of the world’s most culturally dynamic markets, positioning the country as a natural fit for a campaign built around the idea of adventure as a global mindset.
“Where Next?” Continues Napapijri’s Shift Toward Narrative Campaigning
FW26’s “Where Next?” follows the SS26 campaign “WhoAreYou?”, indicating Napapijri is building a sequential narrative arc across seasons rather than producing standalone activations. The question-based titles suggest a deliberate progression: identity first, then direction.
Napapijri was founded in Aosta, at the foot of Mont Blanc, in the late 1980s, initially building its reputation on technical travel bags and outerwear developed for polar conditions. The brand, now part of VF Corporation, is best known for the Rainforest anorak. Recent campaigns have moved the brand’s communication away from pure performance messaging and toward themes of identity, culture, and imagination.
The FW26 campaign is set to roll out globally through autumn 2026, with creative assets deployed across markets in line with the collection’s release schedule.
