Moncler: Extraordinary, indeed!

Updated: Nov 7, 2022

Moncler revealed in its 70th Anniversary celebrations with events after events, from its epic show at Milan’s Piazza del Duomo to the recently-premiered film, The Brand Extraordinary, narrated by Alicia Keys. Now we have our first look at its global “Extraordinary Forever” campaign that takes viewers on an expedition into the brand’s heritage.

The latest campaign chronicles the brand’s seven decades of pioneering mountain history through highlights in its photographic archives. From Italian explorers on top of the world’s second-highest mountain K2 and the French ski team at the 1968 Olympic Winter Games in Grenoble to the celebration of its listing with a show at the Italian Stock Exchange and the launch of its Genius campaign with Japanese drummer prodigy Yoyako Soma, the pinnacles of Moncler and the breadth of its far-reaching ideas are told through compelling visuals captured across the globe.

Moncler invited 18,000 people to its 70th birthday

To celebrate its 70th anniversary open to the public, Moncler brought a cast of 1,952 people together for a performance in the Piazza del Duomo in Milan. Opening the proceedings was revered dancer Virna Toppi, the prima ballerina of Teatro alla Scala di Milano. The choreography was handled by Sadeck Waff, who later thanked collaborators in a gratitude-filled IG update.

Photo: Courtesy of Moncler

In addition to the impressive celebrations, a new version of the brand's cult garment was launched, the Maya Jacket. This quilt was worn by the extras who appeared by the hundreds in Piazza Duomo for the celebrations. The show, which took place on the notes of classical music, saw a dancer dancing alone and giving way to a flash mob along the perimeter of the square in front of the Milan Cathedral.

Photo: Courtesy of Moncler

All told, an estimated 18,000 people are said to have witnessed the event in person. The total talent assembled for the piece was 700 dancers, 200 musicians, 100 choir singers, and 952 models. “Last night in Piazza del Duomo, I witnessed the perfect portrait of the future of Moncler,” Remo Ruffini, Moncler CEO, said in a press release.