- Napapijri has named "Stranger Things" star Jamie Campbell Bower the face of its Fall 2026 "Where Next?" campaign, shot across Stockholm, Courmayeur and Tokyo.
- The campaign lands alongside Napapijri's first major Latin America push: two monobrand stores and nine shop-in-shops inside Mexico's El Palacio de Hierro department stores.
- Bower fronts the imagery wearing the brand's signature Rainforest anorak; the full campaign, billed as a "geography of humans," rolls out later this fall.
- This is Bower's first partnership with Napapijri, arriving months after he closed out his run as Vecna in "Stranger Things," and while he's shifting focus back to music and new acting projects.
Napapijri has tapped Jamie Campbell Bower to front its Fall 2026 ad campaign, themed “Where Next?” The Italian outerwear brand, founded in 1987 at the foot of Mont Blanc and owned by VF Corporation, photographed Bower in Stockholm, Courmayeur and Tokyo wearing its signature Rainforest anorak.
The full campaign, which Napapijri describes as a “geography of humans,” will roll out this fall alongside other local talent.
The campaign arrives as Napapijri pushes into a new market. The brand is opening two franchised monobrand stores inside El Palacio de Hierro’s Santa Fe and Satélite locations in Mexico City, plus nine shop-in-shops in Guadalajara, Monterrey and other cities.
“Mexico represents an exciting new chapter for Napapijri,” brand president Valentina Visconti Prasca said, citing strong customer overlap with the label’s existing base.
For Bower, the deal is a first with Napapijri, though he’s no stranger to fashion campaigns; he modeled for Burberry’s Spring/Summer 2014 ad and served as Fendi’s men’s eyewear ambassador starting in 2018.
On screen, he just closed out his run as Vecna in “Stranger Things,” which wrapped its fifth and final season on December 31, and made a surprise Broadway cameo that same month in “Stranger Things: The First Shadow.”
He’s since turned back to music, releasing the single “Waiting for Your Love” in March with his brother Sam, their first collaboration since punk band Counterfeit, under his newer project, BloodMagic. Bower is also set to appear as Celeborn in season 3 of “The Rings of Power”.
On Napapijri’s side, the label has leaned on entertainment and sport figures before, including Taron Egerton, a brand ambassador since November 2020, and actor-athlete Vinnie Jones, who fronted its Spring/Summer 2026 “whoareyou?” campaign.
Bower’s booking lands during a busy stretch for fall fashion campaigns, following Hunter Schafer and Troye Sivan headlining Prada’s Fall/Winter 2026 campaign and LaKeith Stanfield and Josh O’Connor fronting Dior’s Fall/Winter 2026 campaign.
Takeaways
Napapijri handing its biggest fall push to a horror villain turned punk-rock frontman says something about where outdoor and lifestyle brands think their audience is headed: less “runway pedigree,” more pop-culture crossover appeal.
Pairing the campaign with a real-world retail expansion into Mexico also shows Napapijri using Bower’s star power to do double duty, sell the new collection and open doors in a brand-new market at the same time.
Does casting Bower, fresh off playing “Stranger Things'” biggest villain, help Napapijri reach a younger, pop-culture-driven audience? Could this be the start of a longer relationship, similar to Taron Egerton’s multi-year run with the brand?
