Inside the snowy Seoul launch of Haider Ackermann’s new Snow Goose by Canada Goose collection
In the South Korean capital, the winterwear label launched a new immersive experience for autumn/winter 2025, coinciding with the auspicious first snow
By 
THEY COULDN’T HAVE TIMED IT BETTER. The first snowfall in Korean culture not only rings in the winter, but symbolises purity, good luck, and, if you see it with someone special, love. Superstitions aside, it was the perfect backdrop for Canada Goose, with whom we find ourselves in Seoul, to unveil their new Snow Goose and Chilliwack autumn/winter 2025 collections.
We arrive at a brutalist building across the street from the Gyeongbokgung Palace, where the winterwear brand has an immersive showcase planned for the evening. As the afternoon turned grey, anticipation in the city for the auspicious weather event was palpable. The freezing temperatures didn’t deter fans, though, from spending hours outdoors, packed like sardines (body heat would’ve done the trick) behind barricades as they awaited the likes of Kpop girl group Red Velvet member Joy, and actor Lee Jong Suk to arrive.
But before their arrival, which would turn the place into frenzied pandemonium, it was an opportune moment to get up close and personal with the clothes. Our journey began on the first floor where Haider Ackermann’s third collection for Snow Goose by Canada Goose was on display. Dressed on mannequins that hovered on mirrored floors, the ceiling above was also fixed with mirrors for a cold effect that was a cross between walking through the Arctic and leering into the reflective void.
Since the Colombian designer joined as Canada Goose’s first creative director for its high-fashion-focused line in May 2024, he’s injected his eye for electric and jewel-tone colours into its parkas, knits and fleeces. As one of fashion’s great tailors (Ackermann serves as creative director at Tom Ford), the puffy silhouettes have also enjoyed sharper and tailored interpretations. Those two sensibilities were exhibited in pieces like a minty green anorak puffer, the Vertica Fleeca in pearl ivory (aka tres white), and the Rigel hoodie in tennis ball yellow.
How these pieces were styled in layers also helped imagine them in situ, like a monochromatic ensemble that paired an electric blue parka with its matching beanie and T-shirt that reads “THE EARTH NEEDS ALL THE FRIENDS IT CAN GET”. It’s a sentiment that echoes Ackermann’s environmental mission and work with Polar Bear International. Just a few weeks ago in Manitoba, Canada – the polar bear capital of the world – Ackermann brought friends of the brand to explore the frozen expanse in his wares. (Some of the folks on that expedition were also shot for the collection’s campaign, like actor D’Pharaoh Woon-A-Tai, shot by Tim Elkaïm.)
The vibe shifted as we made our way upstairs to the Chilliwack collection space. In a rectangular box room bare in its utilitarianism, its surroundings matched the pieces, like the Chilliwack Aviator Bomber and zip-up fleeces. The military-inspired styles have been part of its DNA since its founding in 1957. So at one end of the room, the brand set up a workshop-looking space that had an archival Snow Goose aviator bomber on display, along with all of the different tag variations from throughout the years.
The venue started to fill up in all corners – a mix of brand ambassadors, friends of the brand, style influencers, journalists, and paparazzi. Red Velvet’s Joy was one of the first to enter. Making her way through the several photography stations, she commanded the crowd of paparazzi and media as they formed a wave of cameras, phones and flashes, all at a respectful distance. As the other VIPs filtered in, it was an organised chaos that must run like clockwork for them. Lee Jong Suk. IVE’s Liz. Juyeon of THE BOYZ. Actor Hong Kyung. And DJ for the night, Code Kunst.
As the festivities were kicking off on the rooftop, the bar inside a hanok served concoctions like a warm vin-chaud style cocktail with Korean omija berry, the snow started to fall. And fast. The dancefloor was covered in an inch of snow within half an hour, a ring of dry floor surrounding the fire pit where guests were invited to roast Canada Goose branded marshmallows. Adding to the ambiance was an aurora light installation, adding green and blue gradients to the space.
To reiterate, they couldn’t have timed it better. The crowd was resoundingly clad in Canada Goose, with some international guests taking advantage of the vacant snow-covered dancefloor while others took shelter. No matter what crowd you found yourself in, we were united, stylishly, in our Canada Goose under the auspicious falling snow.
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