This collaboration is coming at a big moment for both brands. Earlier this year, North Face launched another collaboration with MM6 Maison Margiela that was an instant hit. North Face’s original designs have also seen strong sales this year: According to ASOS, the company saw a 300 percent increase in North Face puffer purchases. In particular, the demand for the Nuptse puffer has, according to fashion search engine Lyst, gone up 71% in November, making the jacket one of the most-viewed products from the brand on the site. Since creative director Alessandro Michele took the reins at Gucci in 2015, he, too, has made headlines for his innovative shows. Most recently that included a mini-festival, GucciFest, dedicated to showcasing the brand’s new collection, as well as spotlighting emerging designers. While Michele has worked with other artists and designers, the North Face collaboration marks the first brand partnership he has done while at Gucci.