Moncler Grenoble Rolls Out Fall Campaign, Plans March Show

MILAN – After its impressive Moncler Grenoble fall 2024 fashion show in Saint Moritz last February, the brand is rolling out that season’s ad campaign, photographed by Mario Sorrenti, while revealing the date of its next event.

The fall 2025 collection will be unveiled with a brand experience and a show on March 15, but details about the location are still under wraps. Chairman and chief executive officer Remo Ruffini said in Saint Moritz at the time that he saw itinerant shows in the future of Grenoble, which will contribute to heighten its visibility.

On the Swiss Alps, Sorrenti photographed Moncler Grenoble’s newest global brand ambassador, World Cup champion slalom skier Lucas Pinheiro Braathen. The images also include fellow brand ambassadors, the three-time Olympic gold-winning snowboarder Shaun White and Olympic gold winning and five-time World Champion skier Perrine Laffont.

The athletes are captured posing against the striking backdrop of Zermatt’s cragged peaks, wearing the brand’s high-performance pieces, ranging from corduroy or wool flannel updated with innovative weather-proofing manufacturing techniques to diamond or chevron quilted ski jackets.

For the second time, White has co-created a Moncler Grenoble x Whitespace snowboard, available in select stores and online as a limited edition. The Montano snowboard is engineered with a premium wood core, dual layers of ultra-dense fiberglass, and reticulated carbon-fiber inserts.

Models Yasmin Wijnaldum and He Cong, as well as actor Clément Chabernaud, also appear in the campaign.

Ruffini — a passionate skier himself — has been spotlighting Moncler Grenoble, and the show in Saint Moritz, in the Clavadatsch lodge and its forest with a view of the tony Swiss resort town, attracted the likes of Anne Hathaway, Willow Smith and Kate Moss, among others. In December last year, the first Moncler Grenoble store was unveiled in Saint Moritz, the town where the bobsled was born and which for years has been known as a luxury winter destination for the jet-set.

“Grenoble has allowed us over the years to keep a foot in the sports world, in the mountains, skiing, active sports, hiking and biking, a world that is becoming increasingly relevant, especially in the U.S., and we need to raise awareness around our product, around Grenoble, which comprises high performance, après ski, and performance and style, where we express our maximum creativity on the slopes, and I think this is still not very clear to the end consumer,” Ruffini told WWD in February. “We have always been committed to Grenoble, but we didn’t’ really communicate this commitment.”

Moncler Grenoble owes its name to the city that hosted the Olympic Games in 1968, when the brand was the French national ski team’s official supplier. The first Grenoble collection was presented in New York in January 2010 during the city’s fashion week.

Before Saint Moritz, the last runway event held by the brand was in February 2017, a winter ball staged at Manhattan’s Hammerstein Ballroom during New York Fashion Week.

In 2022, Moncler rebooted Grenoble as the brand’s “high performance” division, flanked by the fashion-forward Moncler Genius line and the lifestyle Moncler Collection. In October, the group unveiled its Moncler City of Genius spectacle in Shanghai with its latest roster of creative talents showcasing their codesigned collections in their respective booths at the China Ship Pavilion by the Huangpu River.

As reported, sales of the Moncler brand in the nine months rose 5 percent to 1.57 billion euros.