Moncler taps Will Smith for its latest ad campaign, “Genius Is Born Crazy”

In a campaign dubbed “Genius Is Born Crazy,” lensed by photographer Tim Walker, Will Smith appears levitating inside a white box lit up by a single suspended lightbulb. The campaign is Smith’s first collaboration with a fashion label, and features the actor dressed in a long red coat and silvery, survival-blanket style trousers.

The new Moncler campaign visuals intend to illustrate “genius at work” and to celebrate the drive of inventive minds and “unbridled virtuosity,” the Italian label explained.

Moncler, which launched its Genius project in February 2018, inviting different fashion creatives — including Simone Rocha, Pierpaolo Piccioli and Richard Quinn amongst others — to deliver their visions of the label and reinvent its traditional codes, is highlighting its culture of permanent innovation with the campaign.

It is a search for novelty as much in terms of styles as in technicality, as since 1952, the luxury label specialised in high-performance skiwear has become a benchmark in street fashion.

Moncler, which has just opened a mono-brand store at the international airport of Zurich, Switzerland, recorded a revenue of €1.42 billion euros in 2018, up 19% over the previous year.