Adventure is no longer defined by geography. For Fall/Winter 2026, Napapijri reframes exploration as a cultural mindset, unveiling Where Next?, a cinematic new campaign fronted by actor and musician Jamie Campbell Bower while simultaneously expanding into Mexico, one of the world’s most exciting cultural landscapes.
More than a campaign face, Bower embodies the contemporary creative nomad. Fluidly navigating film, music and artistic expression, he represents a generation that treats curiosity – not destinations – as the ultimate luxury. Through dreamlike visuals that blur memory, imagination and reality, Where Next? transforms the outdoors into an emotional landscape where every journey begins with a question rather than a map.
The campaign arrives alongside a strategic move that feels equally symbolic. Through a partnership with El Palacio de Hierro, two flagship stores, nine shop-in-shop locations and a striking takeover of Mexico City’s Polanco district, Napapijri is planting roots in a market whose creative energy mirrors the brand’s evolving identity.
Since its origins beneath Mont Blanc in 1987, Napapijri has continuously redefined technical outerwear through an unmistakably Italian lens. Today, that legacy expands beyond performance, embracing culture, movement and self-expression. Fall/Winter 2026 isn’t simply about new outerwear: it’s about a new way of seeing the world. And for Napapijri, the next destination has never been a place. It’s a perspective.