Moose Knuckles announces a new creative structure with the dual appointment of Ludovico Bruno and Raif Adelberg as global creative director and design director, respectively, at the Montreal-based brand.

Italian creative Ludovico Bruno, formerly at Moncler and founder of Mordecai, will oversee the brand’s entire creative direction, including seasonal collections, collaborations, campaigns, and visual storytelling.

Ludovico Bruno has been consulting for the Canadian outerwear company since 2024 and has helped refine the brand’s aesthetic language by crafting sharper silhouettes and using innovative materials.

“This is a moment of evolution for Moose Knuckles, without abandoning our irreverent spirit,” Bruno commented. “We create for people who navigate the world with confidence and seek garments that forge a personal connection, crafted with authenticity and character. Our goal is to build a visual and cultural identity that is vibrant, recognisable and unmistakably Moose Knuckles.”

A leading figure in Canadian fashion, Raif Adelberg is founder, creative director, and designer of Wings+horns, Maison François Marie, Her_Man, and the Richard Kidd concept store in Vancouver. The designer brings more than two decades of design experience to Moose Knuckles, combining craftsmanship, culture, and contemporary luxury.

“Fashion is just an accessory for those who truly have style. It’s not about chasing what’s cool, but about creating something authentic,” Adelberg said. “With Moose Knuckles, our goal is simple: to create garments that reflect the character of Canada and offer a discreet confidence to wear every day.”

In October 2024, the founders of Moose Knuckles left the brand, which is now controlled by Cathay Capital, with China’s Bosideng holding a minority stake.

The appointments usher in a new chapter for the company led by Ellen Kinney. Since taking up her post about six months ago, the CEO has been working to transform the seasonal outerwear brand into a global luxury lifestyle brand. FashionNetwork.com caught up with the executive in Milan at the launch event for this new chapter.

What will Bruno and Adelberg’s areas of responsibility be?
Ludovico sets the creative ‘north star’: the look, the feel, and the presentation. Raif is his counterpart on construction, fit, manufacturing, and materials; he is obsessive about every detail and about how one of our garments feels the moment you put it on. It’s one vision, two complementary strengths. Together with Sheena Northrup, our new vice-president of merchandising, they ensure that the story, the edit, and the product move in perfect sync.

When do the appointments take effect?
Ludovico officially joins following a year as a consultant, taking over creative direction from Carlos Nazario. Adelberg followed suit in late October, succeeding Georgie Papadopoulos. Both inherit a solid foundation built by their predecessors and the spirit of our founders, but the ambition now is to push Moose Knuckles from ‘statement outerwear’ to a complete year-round wardrobe.

Which season will mark the debut of the dual creative leadership?
Ludovico Bruno’s first full collection will debut for Autumn/Winter 2026. Raif’s deeper imprint on the product will be evident in Spring/Summer 2027, when the evolution of the line across all our categories will be visible. Do not expect fireworks or an abrupt reset; we favour a progressive and disciplined approach. The brand will refine its identity across all its touchpoints: streamlined retail spaces, storytelling rooted in authenticity, and an elevated omni-channel experience that feels as cohesive online as it does in store.

How is the brand’s wardrobe evolving?
The brand is known for its extreme-weather protective parkas, engineered for sub-zero climates. Today it aims to be just as relevant in May as it is in January. We are moving towards a 12-month wardrobe. The evolution includes lightweight down jackets, modular layers, gilets, technical knitwear, and a refined womenswear offering designed to suit all climates. We are distilling what makes a Moose Knuckles garment instantly recognisable: cleaner shoulders, assertive volumes, distinctive metal details, and engineered pieces.

Will you invest in retail?
Retail growth remains strategic and data-driven, focused on the culturally relevant markets where our customer lives and spends time.

What are Moose Knuckles’ key markets?
As a private company, we do not share financial data or forecast figures. Broadly speaking, we are pleased with our progress. North America is our largest market, Italy is a priority in Europe, and we are seeing strong momentum across APAC.