black crows latest advertising campaign involves a fully kitted-out, bearded man abseiling down under the watchful gaze of sneaker-clad musicians. This juxtaposition marks the arrival of our new range of technical apparel – corpus – made specifically for skiing, but ready for anything.
There’s nothing like a heatwave for a studio shoot for a clothing collection made for the high mountains. It’s 40° and there’s not a breath of fresh air, but a happy band of skiers and musicians are cheerfully obeying the photographers directives. This year the albino crows, those mysterious and magical creatures which tirelessly accompany skiers in their quest for sensual delight, have taken a back seat. Their ghostly whiteness has been replaced by unmasked figures dressed in the new corpus clothing range.
A mix of genres
Amongst the crew are the two brand founders, Bruno Compagnet and Camille Jaccoux, alongside three Paris-based musicians, Amélie and Quarles from the group Jupiter and the electro DJ Inès Melia. Fans of the brand, they’ll be playing at the next Jour Blanc (formerly Black Weekend) festival in Chamonix which black crows organises annually. “Black Crows got in touch because they were looking for artists who could relate to the brands spirit and concept. We love skiing and we’ve been visiting Chamonix for years as Les Houches (ed.: one of the Chamonix valley’s ski areas) is our favorite resort. The brand has a great reputation so we didn’t hesitate for a second to get involved!” explains Amélie from Jupiter.
Corpus, the spirit of skiing by black crows
The new black crows advertising campaign highlights the new corpus clothing range with the skis represented by the new, pink corvus freebird strapped to Bruno’s back. By focusing on apparel we wanted to consolidate the inter-cultural links between the mountain and urban worlds (an affiliation which is dear to us). By simultaneously dressing our models in technical clothing, jeans and t-shirts, we expressed our desire to span the summits and spread the spirit of skiing further afield. “The fabrics are light and the colours are bright. I’m going to wear my black crows jacket in Paris this winter, and it will remind me how much I want to go skiing!” enthuses Inès Melia. If the corpus range can inspire urbanites to head to the hills the world will become smaller and barriers will be broken. The collection has a strong outdoorsy vibe but is also elegant and uncompromisingly technical.