Woolrich | Fall 2018 Ad Campaign with Ms. Lauryn Hill


Woolrich has tapped American musician, artist, and designer Ms. Lauryn Hill for the house’s first installment of its new “Woolrich: American Soul since 1830” campaign theme, and her first campaign ever.

The campaign offers a 360 platform for both the house and the artist, including live music for the campaign as well as a limited-edition capsule with input from Ms. Lauryn Hill.

Agency Framework and it’s Creative Director Brian Phillips teamed with photographer Jack Davison to capture Ms. Lauryn Hill in New York City’s Washington Heights neighborhood, a shoutout to her famous 1998 “Doo-Wop/That Thing” music video.

“The ‘American Soul’ campaign we created is the beginning of a new chapter in the history of Woolrich, which is one of America’s greatest brands,” said Phillips.

“We have recast Woolrich in the narrative of American innovation by connecting the brand to one of the most meaningful and deeply iconic parts of the history of this country: music,” explained Phillips. “We chose Ms. Hill the first collaborator for ‘Woolrich: American Soul since 1830’ because her music is one of the most important cultural exports from America in the last 30 years.”

Accompanying the images isa film set to Ms. Lauryn Hill’s “Ex-Factor,” capturing her in the city, while her own words describing the meaning behind American Soul scroll over the footage. According to Ms. Lauryn Hill, “American soul music…is a continuum, a tremendous legacy or tradition, if you will, that communicates love’s survival — through hardships, suppression, and other challenges.”

The house was wise to feature Ms. Lauryn Hill as the front person for the campaign because of the double entendre. A listen to her work clearly reflects that her soulfulness goes beyond her music. She is the quintessential American Soul, rich with history, and ripe for righting the wrongs of it.

The balance of Davison’s portraitures with the city scenes round out the narrative nicely. And we here at The Impression like a little soul in our work, and love it even more in others.

Woolrich Creative Director | Andrea Canè
Agency | Framework
Creative Director | Brian Phillips
Photographer | Jack Davison
Talent | Lauryn Hill

Stylist | Mel Ottenberg