MONCLER’S ICELAND TREK: Moncler is embracing storytelling and fairytale imagery for fall. For the second time, the brand turned to Annie Leibovitz to photograph its ad campaign, this time set against the stark backdrop of Iceland and featuring siblings Lucky and Pyper Smith, half of “The Atomics” family band.
The photos are revealed through a narrative plot and one image after another tells a tale with references to J.R.R. Tolkien or Hans Christian Andersen’s “The Snow Queen.”
The landscapes range from views of waterfalls and ice formations to wind-sculpted rocks and black lava dust that contrasts with the snowy peaks — the ideal setting for Moncler’s down jackets. Fauna is also represented, with a pure white Husky dog, a dark horse and a flock of birds silhouetted against the dark sky.
The campaign will debut next month.