Moncler Grenoble is back in the spotlight after its show-stopping Fall 2024 runway presentation in Saint Moritz last February. The luxury brand is rolling out its ad campaign for the season, captured by acclaimed photographer Mario Sorrenti, while also giving us a sneak peek of what’s to come for the Fall 2025 collection.
On March 15, Moncler will unveil its new collection with a brand experience and fashion show. However, details about the location of the event remain a closely guarded secret. Remo Ruffini, Chairman and CEO of Moncler, shared during the 2024 show in Saint Moritz that the brand envisions more itinerant shows in the future for Grenoble. This move is expected to boost its visibility while keeping the energy high around its performance-focused pieces.
A Campaign Shot Against Zermatt’s Majestic Peaks
The Fall 2024 ad campaign features some of the most well-known athletes in the world of winter sports, all decked out in Moncler Grenoble’s high-performance designs. The star of the campaign is Lucas Pinheiro Braathen, a World Cup-winning slalom skier who joins the ranks of Moncler’s global brand ambassadors. Braathen is photographed in the Swiss Alps by Sorrenti, surrounded by the jaw-dropping scenery of Zermatt’s craggy peaks. Alongside Braathen, Olympic legends Shaun White and Perrine Laffont also make appearances, showcasing the brand’s signature blend of technical prowess and high-end style.
The athletes are seen wearing pieces that range from corduroy and wool flannel jackets to diamond-quilted ski apparel. Each piece is designed with Moncler’s innovative weather-proofing techniques, ensuring they’re not just stylish, but also functional on the slopes. The images capture more than just the fashion – they evoke a sense of adventure, performance, and grace under pressure.
Shaun White’s Limited-Edition Snowboard
In an exciting collaboration, snowboarder Shaun White has teamed up with Moncler Grenoble once again for the second edition of the Moncler Grenoble x Whitespace snowboard. This limited-edition Montano snowboard is engineered with precision. Featuring a premium wood core and dual layers of ultra-dense fiberglass, the board also includes reticulated carbon-fiber inserts that provide top-tier performance for snowboarding enthusiasts. The snowboard is available exclusively in select stores and online, making it a must-have for collectors and athletes alike.
Expanding Grenoble’s Reach and Identity
Ruffini, who is a passionate skier himself, has been tirelessly working to elevate the Grenoble collection. At the Saint Moritz show, guests were treated to a breathtaking setting at the Clavadatsch lodge, with a view of the posh Swiss resort town. The show attracted an eclectic mix of celebrities, including Anne Hathaway, Willow Smith, and Kate Moss. Last December, Moncler Grenoble further cemented its commitment to the region by opening the brand’s first Grenoble store in Saint Moritz – a fitting location, given the town’s status as a luxury winter destination for the elite.
In an interview, Ruffini emphasized the importance of positioning Moncler Grenoble at the intersection of high performance and high fashion. “Grenoble allows us to keep a foot in the world of skiing, hiking, and biking – an increasingly important market, especially in the U.S.,” he said. Ruffini also noted that while Moncler Grenoble has always been committed to the active sports world, it hasn’t always communicated this clearly to consumers. He sees this as an opportunity to raise awareness of the brand’s performance and style capabilities.
The Evolution of Moncler Grenoble: From Olympic Supplier to Fashion Icon
Moncler Grenoble’s history traces back to the 1968 Winter Olympics, where the brand was the official supplier for the French national ski team. It wasn’t until 2010 that Moncler Grenoble launched its first collection during New York Fashion Week. Fast forward to 2022, when Moncler repositioned Grenoble as its “high performance” division, complementing the fashion-forward Moncler Genius line and the more lifestyle-oriented Moncler Collection.
In recent years, Moncler Grenoble has taken its fashion shows to new heights. In 2017, the brand hosted a winter ball at Manhattan’s Hammerstein Ballroom during New York Fashion Week. The brand’s global reach has only expanded since then, with events like the Moncler City of Genius spectacle in Shanghai, which showcased collaborations between creative talents and designers.
Moncler Grenoble’s Strong Growth
Despite the ongoing challenges in the global economy, Moncler has shown impressive growth. For the first nine months of 2023, sales of the Moncler brand rose by 5 percent, hitting 1.57 billion euros. This growth further emphasizes the brand’s strength in both the luxury and performance sectors, where it continues to merge innovation with elegance.
