Few brands have sprang on the scene quite like Purple Mountain Observatory has. Maybe it’s their hugely intriguing name, or maybe it’s their wildly compelling visual campaigns – whatever it is, we can’t get enough of PMO’s gear.
Before anything else, we’ve got to talk about that hugely intriguing name – what is/where is/why Purple Mountain Observatory?
Well, as it turns out, there actually is an astronomical facility in China called the Purple Mountain Observatory. The astronomical centre stands at the top of Purple Mountain in Nanjing, Jiangsu Province, apparently, the centre has been instrumental in identifying 149 minor planets between 1955 – 1983. Anyway, as interesting as that all may be, we’re not even sure if that’s where the brand got their name from…
Actually, if we’re being completely honest, that was all totally irrelevant. PMO’s latest SS25 campaign has nothing to do with China, instead, it has everything to do with Italy – specifically, the coolest-sounding mountain range in Italy, the Dolomites.
For their latest campaign titled ‘Familiar Tourist‘, PMO have ventured into the Italian mountain ranges’ vast and intriguing landscapes, and taken photos of their gear. We’re not blowing smoke up the brand’s backside when we say this, but the results are some of the best visuals we’ve seen this year…
PMO’s techy but refined outdoor garb has been beautifully captured against backdrops of lakes, woodland and even a lilac-looking mountain. Not quite purple, but impressively close.
As for the gear itself, this SS25 release sees an expansion of the brand’s heat-reactive Obsidian range through the inclusion of the Heat Reactive Breeze Jacket, which turns from a deep forest green to a far lighter one when you put your hand against it/stand near a radiator/realise you’ve left your front door wide open after nipping to the corner shop to get a Dr Pepper.
Alongside the thermally activated outerwear is a host of new silhouettes, designed to support movement and performance across diverse environments. The picks of the bunch for us are the Soft Shell Balaclava Jacket, 3-Layer Summer Shell Jacket & Climate Overshirt Jacket, all of which nicely bring us on to our next point…
Just because a collection is designed for Spring-Summer, that doesn’t mean we should all suddenly forget about jackets. PMO seemingly shares this sentiment with us in their outerwear-heavy collection, and some of the jackets far exceed Fall-Winter offerings from other brands.
Anyway, there’s only so much we can do with words, the beauty of PMO’s stuff is it’s so pleasing to look at, so we suggest you do exactly that, by pointing your eyes below.
If, after doing that, like us, you decide you immediately need the Heat Reactive Breeze Jacket in your wardrobe, we suggest grabbing one from SEVEN STORE. As it happens, they’ve got the rest of the collection too…
Shop Purple Mountain Observatory at SEVEN STORE here.
