Napapijri presents the A journey to unexpected destinations with Jamie Campbell Bower

Napapijri has launched its FW26 campaign titled Where Next?, a visual and narrative story that celebrates curiosity, the power of imagination, and those unexpected paths that end up shaping who we are. The undisputed protagonist is Jamie Campbell Bower, an actor and musician with a multifaceted career, a figure who perfectly embodies the spirit of the contemporary cultural adventurer: someone who seeks not only new places, but new ways of inhabiting them and interpreting the world.

The campaign takes its cue from the central theme of the FW 2026 collection, A Geography of Humans. This is not a simple geographical map, but an exploration of the deep connections that bind people to the places and experiences that leave a lasting imprint on who we become. Inspiration comes from natural retreats and architectural sanctuaries scattered across Sweden, Italy and Japan: spaces where the built and natural environments blur into one another, shaping identity, memory and movement. The collection interrogates this very dialogue, showing how the places we pass through — or simply imagine — change the way we exist in the world.

In the campaign film and images, Jamie Campbell Bower sets out from his native London and moves fluidly between real and reinvented destinations. A jacket becomes the vehicle for an adventure, a room opens onto Tokyo, Stockholm or Mont Blanc, and everyday objects reveal an almost magical power of transportation. It is no longer physical distance that defines exploration, but the willingness to remain open to possibility, to shift perspective and embrace the unexpected. Where Next? suggests that the true journey begins when we stop taking our surroundings for granted and allow imagination to transform them.

Although Bower is the main face of the campaign, it is not his story alone. Shot across Tokyo, Stockholm and Courmayeur, it brings together a cast of local talents whose stories and sensibilities are rooted in the territories they represent. Their presence adds a layer of authenticity, grounding the imaginary journeys in real cultures, communities and everyday lives. In this way, exploration ceases to be a distant ideal and becomes a shared human experience, in full harmony with the message of A Geography of Humans.

The result is a campaign that sells not just outdoor clothing, but proposes an attitude: that of someone who looks at the world with curiosity and is never afraid to ask, at every turn, "where do we go next?" Napapijri thus invites its audience to recognise that every jacket, every journey and every encounter can become a gateway to new territories — real or inner. Where Next? is not just a question: it is a standing invitation to keep moving, both within and beyond ourselves.