Napapijri enters new market with launch of Fall/Winter 2026 campaign: 'Where Next?'

Italian brand Napapijri, owned by US group VF Corporation, has entered the Mexican market, opening two full-price stores and nine shop-in-shop locations in partnership with Mexican department store El Palacio de Hierro. The rollout is supported by an out-of-home activation across Mexico City's Polanco district.

The Mexican debut coincides with the global launch of Napapijri's fall/winter 2026 campaign, 'Where Next?', fronted by actor and musician Jamie Campbell Bower. The campaign rolls out worldwide this autumn.

According to the brand, both moves are grounded in a belief that has guided Napapijri since its founding in 1987: that exploration is about not only where people go, but how they choose to see the world. Napapijri describes Mexico as one of the world's most dynamic and culturally vibrant markets, adding that its consumers share values with the brand's existing global community, which it refers to as its 'Cultural Adventurers'.

'Where Next?' follows a journey the brand describes as shaped by memory, imagination and possibility, moving between real and imagined destinations. Napapijri positions curiosity as the starting point of the campaign's sense of adventure.

A natural fit for the brand, Jamie Campbell Bower embodies the spirit of the modern Cultural Adventurer. Moving seamlessly between acting, music and creative expression, he represents a generation that embraces exploration not only through travel, but through culture, creativity and the pursuit of new experiences. Napapijri says Bower's own career, moving between different creative disciplines, reflects its view that adventure is as much a state of mind as a destination.