Will Smith is the new face of the latest Moncler campaign. The shoot aims to be a “visual study on the notion of genius” according to the brand’s press release. Remo Ruffini, chairman and CEO of Moncler, said the following about the campaign. “I believe in the power of crazy and I always give a chance to a crazy dream. The magic often happens somewhere beyond the ordinary, in the exploration of new horizons that only few see, before others follow. Long live the craziest intuitions when rigor and dedication are there to make them happen. It’s an honour to have Will Smith, in his first advertising fashion campaign, embracing our ‘crazy’ idea to celebrate the genius hidden within everyone.”

The 50-year-old megastar was extatic to work with Moncler, expressing his joy on Instagram : “I’ve always dug their gear. So I listened to their ideas. Then I was like… ‘That might be genius.’ I started pondering the relationship between crazy and genius and I got more and more intrigued.”


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