Moncler Launches Latest Campaign, Genius is Born Crazy, with Will Smith

Moncler Launches Latest Campaign, Genius is Born Crazy, with Will Smith

Will Smith debuts in his first-ever fashion campaign for Moncler.

Will Smith debuts in his first-ever fashion campaign for Moncler.

Text: Isabelle Zola

Will Smith, known for his acting and rapping career, has made is fashion debut in the 2019 Moncler campaign 'GENIUS IS BORN CRAZY'. The campaign, shot by Tim Walker, explores the "ever-present tension between genius and crazy," as the brand described in a statement. The campaign begins with this: 'Levitating'.

Will Smith, despite being one of Hollywood's most revered personalities and a global icon, has never served in a brand's fashion campaign. In his debut, Smith sports a red down Moncler parka and silver pants, in a levitated position. He often speaks outwardly about life, creativity, self-reflection and inspiration: a fitting first campaign for the Hollywood star.

CEO and Chairman of Moncler, Remo Ruffini, addressed this campaign in a statement, saying, “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 honor to have Will Smith, in his first advertising fashion campaign, embracing our ‘crazy’ idea to celebrate the genius hidden within everyone.”

Check out Will Smith in the 2019 Moncler 'GENIUS IS BORN CRAZY' campaign below.

Shot by Tim Walker

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