MILAN — Moncler chairman and chief executive officer Remo Ruffini is rebooting Moncler Grenoble as a “high performance” brand.

Exemplifying this strategy, the brand is launching its latest collection with a brief film shot by Jonas Lindstroem. With the campaign, it unveils its latest and latest brand ambassador, French skilled skier Richard Permin.

The video shows Permin skiing down Chile’s glacial Quetrupillán volcano in probably the most difficult conditions, narrowly outpacing tumbling snow. A community of skiers suddenly emerge from the snow cloud in formation behind him. Permin wears Moncler Grenoble High Performance Lapaz jacket, Terrabeam goggles, Meninx Rs Mips helmet and Reusch for Moncler Grenoble gloves.

Moncler Grenoble also counts champions akin to French mogul skier Perrine Laffont and snowboarder Shaun White amongst its ambassadors.

This 12 months, the gathering is split in 4 different lines: Day-namic, Après Ski, Performance and Style and High Performance, from technical performance to after ski with lightweight products for spring and summer or early fall.

The primary drop of the High Performance outerwear in stores now could be designed to perform in probably the most extreme conditions. For instance, the Brizonshell jacket is waterproof, windproof and highly breathable. It features taped seams and trademarked YKK AquaGuard zippers, and an adjustable hood with a rigid visor.

Available in yellow and navy, the unlined, highly breathable Hinterburg jacket is made with recycled Gore-Tex laminate. For much more extreme weather, the down Cerniatski jacket comes with integrated PrimaLoft Gold Insulation Lively to the sleeves, sides and hood.

The collections can be found for men, women and youngsters.

Along with being available at top ski resorts from St. Moritz and Verbier in Switzerland to Courchevel in France and Aspen or Vail, Colorado, the corporate is rolling out a series of pop-up stores from Wien and Crans Montana, to Shinjuku Isetan. In South Korea, it landed in Shinsegae Gangnam and Lotte Avenue World Tower and in China at Beijing China Worlds and Shanghai P66. The stores will stand until the center or end of January, depending on town.

The brand has also been partnering over time with top skiing schools in luxury resorts.

During Moncler’s Capital Markets Day in May, chief brand officer Gino Fisanotti pointed to the group’s legitimacy in supporting the event of Moncler Grenoble. “The brand is an element of our DNA, it truly belongs to us and now we are going to double down on the technical aspect,” Fisanotti said on the time.

A summer proposition will likely be explored as “consumer behavior has modified toward the mountains and a technical collection [works] year-round,” he added.

Moncler Grenoble owes its name to town that hosted the Olympic Games in 1968 when the brand was the French national ski team’s official supplier.

The primary Grenoble collection was presented in Latest York in January 2010 throughout the city’s fashion week.