MILAN — Cutting ad budgets doesn’t necessarily mean squashing creativity.
Moncler, for one, has hatched an unusual fall advertising campaign that stems from the new friendship between Remo Ruffini, Moncler’s chairman and creative director, and Bruce Weber.
This story first appeared in the June 18, 2009 issue of WWD. Subscribe Today.
Besides snapping the shots, the renowned photographer appears in one image, a black-and-white self-portrait that depicts Weber asleep on a bed surrounded by piles of cameras with a quilted ski suit nonchalantly hanging from the wrought iron headboard.
“Bruce and I met in December at a charity dinner in New York to support the Green Chimneys association and I was fascinated by the project and his lifestyle in a moment when the world and its core values were changing,” Ruffini said. “We thought we could channel our energies into something unconventional and the charity aspect made the project more special.”
Ruffini made a donation to Green Chimneys, a nonprofit organization, which helps children with emotional, behavioral, social and learning problems while providing care for animals. Weber gave part of his fee to the group, of which he is an honorary member.
Other images include Weber’s Golden Retrievers in customized quilted dog outfits and bare-torsoed male models hauling a huge ball of down jackets up a mountain.
The campaign breaks worldwide in July. Moncler’s ad investment for the season will total 4 million euros, or $5.5 million at current exchange rate.
The Moncler Gamme Bleu fashion show designed by Thom Browne will take place in Milan on Monday.