Moncler pull a disappearing act
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Moncler pull a disappearing act

Marketing and advertising throughout history have often focused on making products and services stand out and ‘jump off the shelf’. Well, Moncler, the luxury French-Italian outerwear firm have taken the opposite approach in their latest artistic adverts.

Moncler have a reputation for being extremely creative in their advertising campaigns and this latest campaign is testament to that – they have made their merchandise and their model virtually invisible. Seriously.

In a move that is sure to get tongues wagging in both advertising and fashion circles (this may be the primary aim) Moncler have revealed their Spring campaign which has been photographed by Annie Leibowitz. The campaign has been created in collaboration with Liu Bolin, the Chinese performance artist and photographer, who is known all over the world for his portraits of him blending into the landscape.

Moncler have revealed a behind the scenes look at the production of the shoot, which you can check out here:

Remo Ruffini, chairman and president of Moncler, said: “The concept of advertising campaigns at Moncler has little to do with the average conception of it. The great masters of photography we worked with for our institutional campaigns have always created works for Moncler that stopped time to reveal a specific moment and were able to capture thoughts, feelings or sensations.

“[Bolin] is an amazing talent: He can blend into any surroundings he chooses, making himself practically undetectable to the human eye. A perfect blend between great artistic ability and extreme patience. Two qualities that you cannot help to admire.”

Disclosure
Dominion holds Moncler in its Global Trends Luxury Fund.



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The views expressed in this article are those of the author at the date of publication and not necessarily those of Dominion Fund Management Limited. The content of this article is not intended as investment advice and will not be updated after publication. Images, video, quotations from literature and any such material which may be subject to copyright is reproduced in whole or in part in this article on the basis of Fair use as applied to news reporting and journalistic comment on events.