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He is an actor, producer and musician, two-time Academy Award nominee and GRAMMYs winner and if anyone was to front Moncler’s latest campaign, ‘Genius Is Born Crazy’, it’d have to be Will Smith. Serving as the natural face of the Italian heritage brand, the latest work from Moncler celebrates the crazy spark of genius, as well as its inner battles, daring spirit, explorative mind and fearless dedication.
Shot by renowned British photographer Tim Walker, this marks Smith’s first fashion campaign. Through striking images and idealistic motifs, Walker’s work portrays a visual study on the notion of genius and puts forth an authentic and powerful message capturing the drive, will, wit and uniqueness of truly inventive minds, celebrating unbridled virtuosity.
Like the daring work of Will Smith, since the inception of Moncler in 1952 so too has the lifestyle mogul pioneered constant creativity. From quality sleeping bags and performance skiing gear, Moncler has steadily evolved into a global brand and a metropolitan staple. From its essential silhouettes made for the slopes and streets alike, to its most recent initiative of designer collaborations – aptly dubbed ‘Moncler Genius‘ – the sportswear powerhouse is forever changing the landscape of fashion.
“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,” says Moncler CEO Remo Ruffini. “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.”
As Moncler has perfectly put it, “Genius is an act of becoming, not a state, a victory nor a proclamation. Genius is born crazy, but it needs passion and perseverance to accomplish its own idea, as crazy as it may appear.” And we couldn’t agree more.
Tune into behind-the-scenes footage below.
