Moncler’s Summer Campaign Proves It was Built For Rain Or Shine
With their humble beginnings (having been founded in a small mountain village a stone's throw away from Grenoble in 1952), in the last seven decades, Moncler has trekked to the top of the peak as one of the fashion industry's authoritative voices in outerwear. Innovative fabrications, thoughtful design and a revolving roster of globally recognised designers for its Genius initiative have made the French/Italian brand a favourite for mountain top explorers and chic skiers alike. While frigid temps are what spring to mind when thinking of their famed puffer jackets, Moncler's S/S 23 campaign has us reconsidering their iconic designs for those warmer months ahead.
The hyperstylized campaign was shot by French photographer Thierry Le Goués whose sleek editorials have graced the glossy pages of Harper's Bazaar, Interview Magazine, and Vogue. Moncler's timeless designs might have been crafted with expeditions in mind but Le Goués repositions classic crewnecks and the brand's signature puffer jackets in his refined and distinctly dramatic style. Presented as an antidote to the usual technicolour fare that dominates summer collections, Le Goués' signature shots in monochrome chiarscuro showcases the timelessness of Moncler's year-round staples.
While protection and performance are at the core of the brand's lineup, the campaign highlights their secondary commitment to elevating their output with a high-fashion edge. With a stark white backdrop the images contrast the shiny technical fabrications of their jackets with the matte mohairs of everyday jumpers. And while protective padding is what Moncler has become synonymous with, the campaign expertly showcases the brand's lightweight zip-up jackets that make the perfect transitional pieces as the days warm up.