Following an epic show in Milan’s Piazza del Duomo on Saturday,
Moncler is now taking a look back at the brand’s accomplishments with a new film, entitled The Brand of Extraordinary. Following its debut on Italian TV on Monday, the film premieres online exclusively on Hypebeast.
Narrated by GRAMMY-winning singer-songwriter Alicia Keys, the film brings together iconic scenes from Moncler’s unique history as a fashion house. The video begins with Moncler’s founding in 1952, and not long after, how the brand was selected to dress the Italian expedition on its journey to the Himalayas’ K2 summit.
A montage of footage captured over the past half-century offers viewers a glimpse into Moncler’s contributions to athleticism and exploration, cutting between the brand’s outfitting of the French downhill ski team at 1968’s Grenoble Winter Olympics to clips of the modern-day Moncler buyer sporting one of the brand’s luxury jackets.
“Difficult is not the enemy: boring is,” Keys says in a voiceover. “Since that very first day, we have become the brand of extraordinary, inspiring everyone to conquer their highest peaks, whatever those peaks may be.”
Watch Moncler’s new film, The Brand of Extraordinary.
In other fashion news, Pharrell and adidas Originals’ premium basics collection has launched new fall colorways.