TNF Duffel campaign — Chiara Barberi

SS26 ICONS.
TNF Base Camp Duffel campaign

2026 Retail

For the Spring/Summer 2026 campaign of the iconic The North Face Base Camp Duffel, I developed a series of in store graphics celebrating the bag’s 40th anniversary. Originally introduced in 1986 for Himalayan expeditions, the Duffel has become a symbol of durability, exploration, and timeless design, evolving from technical outdoor equipment into a true cultural icon.

The project focused on translating the legacy and identity of the Base Camp Duffel into a cohesive retail experience across multiple touchpoints. One of the key elements of the campaign was the development of POP materials displayed directly in front of the Duffels in store. Their main purpose was to communicate the most important product information at a glance, helping customers easily understand the different bag sizes, intended areas of use, and key features.