Moncler, the Italian apparel and lifestyle company, has enlisted Will Smith for its Fall 2019 campaign,“Genius Is Born Crazy.” It marks the first time that the Academy Award-nominated actor and rapper has fronted a fashion brand in a career that spans over three decades.
In the photo and mini video, Smith is seen floating, legs crossed in a bleach-white room underneath a lightbulb, wearing a red puffer coat, white tee, and silver parachute pants. Titled “Levitating,” this campaign is the first of three that will roll out in the coming weeks, highlighting how a little lunacy is necessary to create a forward-thinking product. “I believe in the power of crazy, and I always give a chance to a crazy dream,” said Remo Ruffini, Moncler’s chief executive officer. “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.”
Moncler has recently placed a heavy focus on artistry, and the different points of view that creatives can bring to its world. In 2018, the brand launched Moncler Genius, a program that engages designers from other labels to reinterpret its signature styles: down jackets, skiwear, and ski gear. Valentino’s Pierpaolo Piccioli, Simone Rocha, and Craig Green are just a few names that have crafted pieces for the label.
When compared to these capsule lines, the campaign, which was shot by photographer Tim Walker, is pretty tame. Then again, Smith’s persona has almost appealed to the masses, accumulating box office receipts of $8.6 billion worldwide, so anything outside of defying gravity in metallic trousers would seem out of place. Essentially, it is a very commercialized, family-friendly interpretation of genius and crazy—very much like the Will Smith brand.