Canada Goose has taken to the rugged landscapes of New Mexico with Annie Leibovitz to stage its latest brand campaign, taking its community on a journey of female empowerment and individuality.
The new Live in the Open campaign for FW23 celebrates three trailblazing women from the vastly different worlds of cinematography, performance and sports. They are all united by a relentless pursuit of purpose and a passion to be part of something bigger: actress, musician, writer and composer Sheila Atim, wildlife filmmaker and cinematographer Sophie Darlington and Olympic ice hockey goalie Kimberly Newell, who are in their element in the red hills of New Mexico. It is the same setting that inspired Georgia O’Keeffe, one of the most prolific artists and trailblazers in modern history. O’Keeffe, known for her paintings of natural forms, had a deep connection to the land and nature of New Mexico, a place where she felt most at home and where she worked, lived and thrived for nearly 40 years.
The campaign, which features Leibovitz’s signature play with light, dramatic moods and visual narratives, features the trio of hardy Canada Goose muses who feel equally at home in the arid lands O’Keeffe once visited. In a combination of Canada Goose garments and their personal wardrobes, their individuality as female leaders and their unwavering connection to Mother Nature comes through in Leibovitz’s signature portrait style. “I loved these women - and their compelling stories,” said Leibovitz. “We were all bewitched by the power of the New Mexico landscape. Bringing them together in such an incredible, natural environment was very inspiring.”
Sheila Atim
Atim, who has won BAFTA, Cannes and Olivier awards for her work on stage and screen, has had a career as an actress, musician, writer and composer. She has appeared in The Underground Railroad, The Woman King and Bruised, among others.
Sophie Darlington
The BAFTA and multiple award-winning filmmaker and cinematographer has been making feature films and television series about wildlife for over three decades. She learned her craft in Tanzania from eight-time Emmy award winner Hugo van Lawick and continues his legacy today. In addition to being passionate about filmmaking, Darlington is a mentor, public speaker and advocate for greater diversity in wildlife filmmaking.
Kimberly Newell
Newell is an Olympic ice hockey goalie who was recruited by Wall Street in 2018 to play for China’s first-ever professional ice hockey team. She represented Team China at the 2022 Winter Olympics in Beijing and led the team to a historic record of two wins. Today, she lives in Canada, where she inspires female athletes to reach their full potential through Empower Hockey, a female-focused field hockey development school.
This is not the first time Leibovitz has photographed for Canada Goose, as she previously photographed the brand’s FW campaign in 2022. The location is familiar territory for Leibovitz, as she has been to New Mexico before to photograph the home of Georgia O’Keeffe.
The collection is available September 14 in select stores worldwide, online at canadagoose.com and at select wholesale partners worldwide.
