Moncler has recently partnered with the legendary actor Will Smith for their latest campaign titled “Genius Is Born Crazy.” The striking visuals, shot by the talented photographer Tim Walker, feature Smith seemingly defying gravity inside a bright white box illuminated by a solitary suspended lightbulb. Sporting a bold red coat paired with dazzling, survival-blanket style trousers, Smith embodies the essence of creativity and innovation in this collaboration.
The campaign concept of “genius at work” seeks to pay homage to the raw talent and unrestricted imagination of creative individuals, according to the vision of the Italian fashion powerhouse. Moncler’s “Genius Is Born Crazy” campaign serves as a tribute to untapped potential and limitless creativity in the fashion industry.
Moncler launched its innovative Genius project back in February 2018, inviting various fashion visionaries like Simone Rocha, Pierpaolo Piccioli, and Richard Quinn to lend their distinct perspectives and redefine the brand’s classic aesthetics. Through a dedication to constant reinvention, Moncler has solidified its position as a trendsetter in the fashion world.
Renowned for its high-end skiwear heritage since its establishment in 1952, Moncler has successfully transitioned into a key player in streetwear fashion. Notably, the brand saw a significant revenue increase of €1.42 billion euros in 2018, reflecting a remarkable 19% growth from the previous year and expansion through strategic moves like opening a monobrand store at Zurich International Airport.
By teaming up with Will Smith, Moncler not only celebrates the spirit of creative genius but also underscores its commitment to pushing boundaries and leading the way in the fashion realm. With a rich history of innovation and a forward-thinking approach, Moncler continues to inspire and captivate fashion enthusiasts worldwide.
For more information on Moncler’s latest campaign with Will Smith, visit their official website here. To stay updated on the brand’s future collaborations and initiatives, follow Moncler on Instagram here.
