Beinghunted. Project
Campaign Production, Concept Development

Juun.J & GORE-TEX Campaign for FW23

Selected Memories & Visions of Functionality

Predicting the future by looking to the past

In January 2023, the GORE-TEX brand brought the “Selected Memories of Functionality” series to men’s fashion week in Paris. The ongoing series offers insights into an extensive catalogue of products and technologies, by inviting influential minds, like Stephan Mann and Futura, to curate iconic GORE-TEX products from their personal as well as from the GORE archives.

Beinghunted. worked closely with the GORE-TEX brand to explore the term “Selected Memories” with a showroom and project launch during fashion week.

For this edition, we brought in an unprecedented AI component. Human curator ADVANCED RESEARCH joined forces with NEWFACET* to challenge two different AI systems with the task of creating imaginary GORE-TEX products for a more distant future but also for a fictitious past: “Selected Memories and Visions of Functionality.”

Beinghunted. brought each edition of “Selected Memories” to life by creating the overall narrative, curating talent, and directing for each story.

Since its inception, “Selected Memories of Functionality” has shown just how ingrained the GORE-TEX brand is in subcultures around the world. The project uniquely demonstrates the cultural admiration that surrounds the brand. Furthermore, it highlights the impact that the brand has had and will continue to have on the evolution of functional fashion.

Client: W.L. Gore Year: 2023 Place: Paris, France Services: Campaign Production, Concept Development