MONCLER’S FILM: Because it continues to achieve out to and construct its community, Moncler has launched its first film aired on national television, titled “The Brand of Extraordinary,” narrated by Grammy Award-winning artist Alicia Keys. The film, which traces the trajectory of the brand since its foundation in 1952, is now published on Moncler’s social and digital channels.

The film is a component of Moncler’s Seventieth-anniversary celebrations, which included a performance staged in Milan’s Piazza Duomo during Milan Fashion Week that drew a crowd of 18,000 spectators. The performance was opened by the prima ballerina of Teatro alla Scala di Milano Virna Toppi and comprised 1,952 artists — representing the founding 12 months of Moncler — and all wearing a white Moncler Maya 70 jacket. The corporate said on Friday that every one content referring to the anniversary has thus far achieved a world reach of virtually 2 billion.

Keys is a friend of the corporate, as she was tapped to host the Moncler Mondogenius presentation in Milan last September, and was the primary personality the brand picked for its latest Moncler Select project — a digital service offered on the label’s website where outstanding names within the worlds of entertainment, fashion, sport and business were invited by Moncler to handpick selections of products for shoppable editorials.

“Difficult is just not the enemy: boring is,” is considered one of the scripted comments Keys makes narrating the short film, where stunning mountain views alternate with fashion looks, including, for instance, Pierpaolo Piccioli’s grand designs for the Genius project. “Since that very first day, we have now turn into the brand of extraordinary, inspiring everyone to overcome their highest peaks, whatever those peaks could also be,” says Keys.

As a part of the anniversary celebrations, as reported, Moncler will stage the “Extraordinary Expedition” multicity event, running in Recent York, London, Tokyo and Seoul and there will even be a Chinese leg starting Oct. 20 that will likely be entirely virtual, available on personal WeChat profiles.

Ruffini has asked seven designers to revisit the Moncler Maya jacket, to be launched on a weekly basis from Oct. 15. They’re Francesco Ragazzi of Palm Angels; Thom Browne; Fujiwara of Frgmt; Rick Owens; Giambattista Valli; Pierpaolo Piccioli, and Pharrell Williams.