Italian luxury outerwear brand Moncler is rolling out the Moncler Grenoble Fall Winter 2024 global campaign, photographed by Mario Sorrenti.

Moncler transformed from competitive outerwear with French origins into a global luxury brand that specialises in puffer jackets and sportswear that can be worn in the slopes and in the city, after Remo Ruffini acquired it and transformed the brand identity from pure sportswear to versatile collections that can be worn anyplace. Outerwear, while being the prominent category, integrated with complementary products.

The new campaign, with its sleek combination of high performance and high style, was shot in the Swiss Alps against the striking backdrop of Zermatt's rugged terrain. The campaign introduces Moncler Grenoble’s newest global brand ambassador, World Cup champion slalom skier Lucas Pinheiro Braathen, also acclaimed for his individual style. 

The campaign also features three-time Olympic gold-winning snowboarder Shaun White and Olympic gold winning and five-time World Champion skier Perrine Laffont. The athletes wear the brand’s high-performance pieces. For women, high performance skiwear is embroidered and has intarsia textures while the iconic puffers and ski jackets are crafted using meticulous quilting techniques. For men, run-ready performance ski suits are worn with outerwear in smart technical wool flannel, technical velvet, and polished poplin, with superlative waterproofing, thermal insulation, and breathability.  

“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…” Ruffini told WWD last year. What continues to attract customers is high quality and the perfect combination of style and performance.

Moncler’s sustainability strategy 

TIME and Statista ranked Italian maison Moncler among the top five companies for its sustainable practices, appreciating its effort in recycling, renewable energy, and carbon neutrality goals. Per TIME, ‘Moncler, the Italian luxury fashion house, ranked third on the list by using recycled materials, recycling more than 80 per cent of its nylon scraps in 2023, and using 100 per cent renewable energy at its directly managed offices, stores, factories, and logistics hubs.’

“Every day, at Moncler and Stone Island, we work to continue integrating sustainability into our business model. We do it with passion, ingenuity, humility, and necessary concreteness. We do it with the sense of urgency that environmental and social challenges require. We are on a transformational journey which requires significant changes in the way we work. This collective, transversal path involves those who work within the company as well as those who collaborate with us across the value chain,” explained Remo Ruffini, Chairman and CEO of Moncler S.p.A, in a company release.

Moncler’s recognition underscores its proactive measures to reduce environmental impact and advocate for a responsible fashion industry. The luxury brand’s achievements include more than 25 per cent of the yarns and fabrics used in the Spring Summer ’23 and Fall Winter ’23 collections handmade with ‘preferred’ materials. Moncler’s use of renewable energy in its facilities and ambitious aim to achieve carbon neutrality by 2050 exemplifies its sustainability strategy. TIME and Statista have applauded these efforts, solidifying Moncler’s leadership in sustainable luxury.

Prior to this honour, “Moncler Group was confirmed in the Dow Jones Sustainability Indices World and Europe, maintaining the top rank in the ‘Textiles, Apparel and Luxury Goods’ sector with the highest score in the S&P Global Corporate Sustainability Assessment, as of December 8th, 2023,” per the website. “The Dow Jones Sustainability Index is a gold standard for corporate sustainability at a worldwide level… The index includes the leading sustainability-driven companies based on economic, environmental and social responsibility criteria, which are analyzed by S&P Global, one of the world’s foremost providers of credit ratings, benchmarks and analytics.”