Moose Knuckles announces Pulse of the City, its Fall/Winter 2025 global campaign — the first under newly appointed CEO Ellen Kinney and the brand’s revitalized leadership team. Marking a new era for Moose Knuckles, FW25 reimagines the brand’s iconic core silhouettes for today’s cultural vanguard: individuals who navigate the world’s style capitals with purpose and leave their mark on the global creative landscape.
Spanning seven major cities — New York, Montreal, Paris, London, Shanghai, Milan, and Tokyo — Pulse of the City captures the dynamic rhythm of modern life at the intersection of business, fashion, and art. This season, Moose Knuckles will bring that energy directly to consumers through immersive pop-ups and activations in key markets, further celebrating the brand’s Canadian spirit on an international stage.
Model and cultural trendsetter Amelia Gray returns as the face of the campaign, embodying Moose Knuckles’ fearless, forward-driving ethos. Shot by acclaimed photographer Richie Talboy, the campaign visuals express the unique character and tempo of each city, transforming urban energy into bold, image-driven storytelling.
FW25 features four of Moose Knuckles’ most iconic silhouettes — the Ballistic Bomber, 3Q, Stirling Parka, and Debbie Bomber — reimagined with elevated craftsmanship and performance-driven innovation. These signature styles deliver enhanced ease of movement, refined internal components, and advanced down technology for maximum warmth and comfort. High fill power ensures exceptional loftiness without added weight, while the breathable removable shearling trim adapts to all hood sizes across men’s and women’s styles, providing a curved profile that frames and flatters the face.
“While staying true to our Canadian roots in outerwear, FW25 celebrates the unique perspectives of our global community and cultural leaders. This collection introduces a fresh product mix for their evolving lifestyles — bold, adaptable, and forward-thinking, just like them,” said Ellen Kinney, CEO of Moose Knuckles. “This is only the beginning as we continue to focus on innovation, global growth, and expansion in the seasons ahead.”