SWAPPING snowy peaks for ice-cold treats, Moncler turns up the heat with its Spring/ Summer collection campaign, starring a cast of inflatable mascots, models and Irish heartthrob, Jamie Dornan.
Marking the Milan-based luxury label’s first dedicated Spring campaign, “Have a Puffy Summer,” showcases a new direction for Moncler, with sun-ready designs that are both light-hearted and lightweight. Suffused with bright sorbet shades and unexpectedly slim shapes, it seeks to extend the ubiquity of Moncler’s beloved tricolour badge beyond ski season, and makes a very convincing case.
Jamie Dornan for Moncler SS26
“There’s something really interesting about taking what Moncler’s known for and shifting it into summer. You still get that sense of warmth and puffiness, just in a lighter, more relaxed way,” says Belfast actor Jamie Dornan, who fronts the campaign imagery.
Decked out in transeasonal layers destined for balmy, brighter days, he’s joined by some fun inflatables – a flamingo, seahorse, octopus, lobster, whale and crab – the brainchildren of British set designer Andy Hillman. They add to the sense of breezy cheer permeating the campaign – one that can only come from sandy strolls, popsicles and confidence-inducing casual wear.
Jamie Dornan for Moncler SS26
Jamie Dornan for Moncler SS26
With mens and womenswear garments ranging from pretty pastels to saturated yellows, blues and burgundy, accessories too are a power player within this release – take the poplin bucket hats available in crotchet or stripes, for instance. Weightless down gilets too nail the “puffy summer” brief – where Moncler’s signature puff meets a sun-appropriate style sensibility.
So, slip out of the capacious coats and into lithe, lightweight layers with the new array of parkas, windbreakers and hooded nylon jackets. Compatible with the collection’s breathable cotton t-shirts, shirt-dresses and shorts, together they aim to prime your wardrobe for British summertime, whatever the weather.
Moncler SS26
Carrying on the buoyant “Puffy Summer” spirit, over the coming weeks Moncler will also play host to a series of international installations in Seoul, Hong Kong, Tokyo, Paris, Miami and Milan Design Week. At the latter (from 16-28 April), the supersized summery creatures will take to 10 Corso Como, where they will be displayed beside a 24-look mannequin formation, each donning the SS26 collection.
Founded in Grenoble, France, in 1952 and headquartered in Italy, everyone knows Moncler for its specialised mountain-wear and stylish winter outerwear. Now, with its Spring/ Summer offering, it asks consumers to consider a new sunswept chapter – with playful characters and perfectly pillowy transitional layers.
by Ella O’Gorman