Amelia Gray Is The Pulse Of Moose Knuckles’ New Era

Moose Knuckles just dropped its Fall/Winter 2025 global campaign, and it’s more than a vibe check — it’s a full-blown brand reboot. With newly minted CEO Ellen Kinney steering the ship, the Canadian outerwear giant is moving from cold-weather staple to global street-lux authority. Amelia Gray fronts the visuals, shot by Richie Talboy, embodying the kind of fearless, jet-set energy that threads through New York, Paris, Tokyo, and beyond.

A Fresh Beat for a Legacy Brand

The campaign, aptly titled Pulse of the City, feels like a love letter to the world’s cultural hubs. It’s slick, cinematic, and hyper-aware of the pace modern creatives move at. Expect immersive pop-ups in fashion capitals, a renewed focus on performance-driven design, and the kind of outerwear that can handle a snowstorm without killing the fit.

Core Icons, New Edge

The FW25 lineup keeps the icons close — the Ballistic Bomber, Stirling Parka, 3Q, and Debbie Bomber — but reworks them with sharper tailoring, breathable shearling, and next-gen down tech. Function isn’t sacrificed for flex: the cuts are clean, the details elevated, and the energy global. Prices range from $350 to $2,000, so yes, they know exactly where they’re playing.

Kinney’s Big Picture

Ellen Kinney isn’t subtle about where she wants Moose Knuckles to land — squarely at the intersection of Canadian DNA and global relevance. This drop isn’t just a seasonal refresh; it’s the opening act of a long-term expansion play. If the brand’s about to become as common on Milan runways as it is in Montreal winters, consider this the warning shot.