Amelia Gray drives Moose Knuckles’ new global era with the FW25 campaign

Amelia Gray fronts Moose Knuckles’ FW25 global campaign, reflecting a new international vision under the direction of Ellen Kinney.

Moose Knuckles has officially unveiled its Autumn/Winter 2025 campaign, Pulse of the City, starring Amelia Gray in what marks the brand’s first season under Ellen Kinney’s leadership as CEO. With this bold move, the Canadian label consolidates its identity while expanding its presence across key international markets.

The campaign spans seven strategic cities — New York, Montreal, Paris, London, Shanghai, Milan and Tokyo — linking Moose Knuckles’ outerwear aesthetic with the rhythm of contemporary urban life. Each setting becomes the backdrop of a visual narrative shot by photographer Richie Talboy, portraying Gray as the face of a generation in motion, defined by cultural energy and lifestyle innovation.

At the heart of FW25 lie four iconic pieces: the Ballistic Bomber, the 3Q, the Stirling Parka and the Debbie Bomber. With technical upgrades enhancing performance, lightness and warmth, these silhouettes form the foundation of the brand’s new chapter, seeking a balance between design, comfort and functionality.

Priced between $850 and $2,000, the collection launches globally through premium retailers, Moose Knuckles boutiques and the brand’s official website. More than a campaign, Pulse of the City stands as a manifesto: a statement of intent that strengthens the brand’s Canadian heritage while cementing its place in international fashion.