Mackage has launched its Core 2025 campaign, marking a significant milestone in the Canadian brand’s evolution from a luxury outerwear specialist to a full-fledged lifestyle house. This campaign celebrates pieces that have become synonymous with the brand’s identity over the past 25 years, as well as its commitment to craftsmanship.
“As we continue our evolution as a luxury lifestyle with our product offerings, Core is a testament to our icons,” Mackage’s Howe executive officer Tanya Golesic told WWD, adding that the goal of the campaign is “not only to resonate with a new consumer but to respect our heritage and the clients who have been on this journey since the beginning.”
Stella Maxwell
Courtesy of Mackage
Featuring actor Matt Bomer and model Stella Maxwell, the campaign revisits styles such as the Adali coat with its sculpted collar and the Dixon down bomber. It also introduces new designs like the Calina chevron-quilted down maxi coat with a feminine A-line silhouette, the Gael double-breasted leather trench, and the Skai three-in-one men’s wool coat with a removable bib.
“The key design elements are rooted in form and function, our baseline, which defines Mackage’s signature outerwear engineering. Examples of this are high-density, water-repellent, performance fabrics; windproof construction to maintain internal warmth and shape, and temperature tested for extreme winter performance. Sleek tailored silhouettes versus bulky technical looks,” Golesic said.
Matt Bomer
Courtesy of Mackage
The campaign was shot in Los Angeles alongside symbolic animals — a hawk, an owl, an indigo snake and Dobermans — that are meant to represent different facets of Mackage’s DNA. “The indigo snake symbolizes resilience and transformation, and owls and hawks symbolize protection and strength,” Golesic said.
Stella Maxwell
Courtesy of Mackage
Core 2025 continues Mackage’s broader strategy to position itself as a global luxury lifestyle label, expanding beyond outerwear into year-round collections that combine technical fabrics with sophisticated design.
“We are focused on balancing exclusivity with increased accessibility, as this is where many brands have failed in the past. It is about curating an authentic brand experience and introducing new innovative brand extensions and collaborations that will enhance the brand experience and expand on our ‘aesthetics that protect’ storytelling,” Golesic said.
Matt Bomer
Courtesy of Mackage
