Moncler launches short film ‘The Brand of Extraordinary’ – WWD

MONCLER’S MOVIE: As Moncler continues to reach out and build its community, it has released its first nationally televised film, The Brand of Extraordinary, narrated by Grammy Award-winning artist Alicia Keys. The film, which traces the brand’s journey since its inception in 1952, is now released on Moncler’s social and digital channels.

The film is part of Moncler’s 70th anniversary celebrations, which also included a screening in Milan’s Piazza Duomo during Milan Fashion Week, which drew 18,000 spectators. The performance was opened by the prima ballerina of the Teatro alla Scala di Milano Virna Toppi and included 1,952 performers representing the year Moncler was founded, all wearing a white Moncler Maya 70 jacket. The company announced on Friday that all content related to the anniversary has so far reached a global reach of almost 2 billion.

Keys is a friend of the company, having been chosen to host the Moncler Mondogenius presentation in Milan last September and was the first personality to choose the brand for its new Moncler Select project – a digital service available on the website of the brand labels and features celebrity names The worlds of entertainment, fashion, sport and business were invited by Moncler to select a handpicked selection of products for shoppable editorials.

“Difficult is not the enemy: boring is” is one of the script comments Keys makes to the short film, which alternates breathtaking mountain views with fashionable looks, including Pierpaolo Piccioli’s magnificent designs for the Genius project. “Since that very first day, we’ve become the brand for the extraordinary, inspiring everyone to conquer their highest peaks, whatever those peaks are,” says Keys.

As part of the anniversary celebrations, Moncler will reportedly hold the multi-city event “Extraordinary Expedition” taking place in New York, London, Tokyo and Seoul, and there will also be a Chinese leg starting October 20th, which will be available entirely virtually will be on personal WeChat profiles.

Ruffini has asked seven designers to give the Moncler Maya jacket another makeover, which will be released weekly from October 15th. They are Francesco Ragazzi from Palm Angels; Thomas Browne; Fujiwara by Frgmt; Rick Owens; Giambattista Valli; Pierpaolo Piccioli and Pharrell Williams. Moncler launches short film ‘The Brand of Extraordinary’ – WWD

Sarah Y. Kim

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