Napapijri SS26: eight identities, eight colors, one Rainforest Next. The new "whoareyou?" campaign.

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A journey into identity through eight protagonists

Napapijri’s new Spring/Summer 2026 campaign is a visual narrative featuring eight characters, each immersed in a landscape that changes with their personal stories. A mosaic of lives that explores the theme of identity as the result of instinct, intention, and choices that leave their mark.

The shots, set in the protagonists’ real homes, reflect different nuances of the Napapijri universe, showing how the brand moves effortlessly between courage, duality, heritage, and authenticity—values that take shape in everyday gestures, expressions, and scenarios.

The personalities who bring the campaign to life

Different voices that tell the Napapijri spirit

The eight protagonists include figures with a strong cultural impact, such as Vinnie Jones, known for his journey combining sport and cinema, and Julia Sarr-Jamois, an icon of creativity and contemporary style.
Their identities, so different in their backgrounds and aesthetic language, represent the breadth of the Napapijri imagination.

Completing the picture is Paolo Nespoli, whose perspective on the world—literally “from afar”—embodies a sense of boundless humanity, perfectly aligned with the brand’s vision.

whoareyou? and the Napapijri Bulletin: an expanding story

The campaign doesn’t just come alive in the images: each week, the Napapijri Bulletin delves into two of the protagonists through parallel conversations. Unexpected connections, different perspectives, and an ever-evolving cultural dialogue emerge, enriching and amplifying the whoareyou?

Rainforest Next: The icon becomes a canvas for expression

The Rainforest Next is the heart of the SS26 season. Crafted from a lightweight, waterproof, windproof fabric, with heat-taped seams and a fully packable construction, it’s designed to complement any look.

Available in eight colors, it reflects the protagonists of the campaign: each shade carries with it a story, a character, a different way of inhabiting the world.