Moncler

Dec 2023

The Moncler Winter 2023 ad campaign masterfully bridges the gap between high-altitude performance and intimate, human-centered storytelling. Captured through the lens of photographer Jamie Hawkesworth, the project leans into a compelling visual duality, juxtaposing the raw, cinematic grandeur of glacial landscapes with the quiet warmth of rustic cabin interiors. By featuring elite athletes including Perrine Laffont, Shaun White, Richard Permin, and Xuetong Cai, the campaign moves beyond traditional fashion photography to anchor its technical outerwear in authentic, action-oriented contexts. The editorial portraits utilize natural light to emphasize the crisp, functional textures of the apparel, from the vibrant primary-colored technical jackets to the reflective finish of performance goggles. Hawkesworth’s aesthetic, which makes heavy use of low-key and chiaroscuro techniques, brings a moody, introspective layer to the imagery, effectively highlighting the brand’s alpine heritage through a sophisticated lens. Whether depicting a snowboarder mid-air against a vast, blindingly white slope or a focused subject within a dimly lit, timber-paneled room, the execution remains rooted in a refined documentary style. This campaign is a masterclass in lifestyle branding, successfully positioning the Moncler collection as essential equipment for both the extreme requirements of the mountain and the refined, cozy demands of post-slopeside life, all while maintaining a consistent and elevated cinematic narrative across its diverse array of portraits and action-packed landscape shots.

Lifestyle, Cinematic

Natural light