Moncler Unveils ‘Have a Puffy Summer’ Campaign for Spring/Summer 2026 Collection

MILAN — Moncler is leveraging a signature of its brand — the puffer — and turning it into an augural greeting.

For the first time, the brand is launching a campaign dedicated to its spring collection with the tag line “Have a Puffy Summer.”

“Our ambition is to have a year-round, 365-day relationship with our customers, not simply to increase our summer sales volume,” said executive chairman Remo Ruffini in an exclusive interview.

“The mountain heritage and winter DNA are non-negotiable anchors, and we will never betray these roots. Any summer proposition must be expressed fully respecting our history,” Ruffini said.

Moncler has always had a spring collection but this is the first structured and dedicated communication campaign for the brand and it launches Thursday, fronted by Jamie Dornan.

“In a way, we are educating our clients on our offering, explaining the lightness of the collection, the layering and the distinctive codes, convincing without imposing through our credibility,” Ruffini said.

He described the campaign as “fun, colorful, playful, slightly unexpected, and not overly serious or didactic.”

This joyful sense is reflected by Dornan’s companions in the campaign, whimsical inflatable animal sculptures — an octopus, a whale, a lobster, a seahorse, a crab and a flamingo — created by set designer Andy Hillman.

A former model for brands ranging from Hugo Boss and Dior to Armani and Calvin Klein, Dornan, who is also a musician, transitioned to acting with a role in Sofia Coppola’s 2006 film “Marie Antoinette.” This was followed by “The Fall” series, where he played serial killer Paul Spector, and the “Fifty Shades” franchise, portraying Christian Grey. Film credits range from “Anthropoid” to “Belfast,” among others. Most recently, he has starred in the thriller drama series “The Tourist.”

Ruffini said the winner of BAFTA and Golden Globe awards was chosen “for his natural elegance and authentic fit with the campaign idea, not as a celebrity placement.”

The executive said accompanying installations will be unfolded around the world in “an unprecedented” campaign, with more than 20 windows across the brand’s store network, dedicated pop-ups in Milan and Seoul and wholesale partner activations with Bergdorf Goodman, DSM Tokyo and Hirshleifers.

“Ultimately, it is not about presenting a collection, but inviting people into a new way of experiencing Moncler,” Ruffini said.

There will be 25 in-store client events, global out-of-home from Piccadilly to Sunset Strip including bus-stop dominations, and 15 social platforms activated simultaneously.

From Thursday to April 28, which includes the key international Milan Design Week, a larger-than-life puffy octopus will animate 10 Corso Como in a bold, super-scale display, clinging to the landmark facade of the concept store and extending into the interior. The tentacled installation will be framed by a 24-look mannequin formation wearing the spring collection.

In Seoul, a group of playful creatures will appear May 1 to 3 in the Seongsu district, including a giant octopus taking over the facade of a dedicated space.

A special puffy activation will appear in mainland China, while in Hong Kong SAR a four-story flamingo will rise within the atrium of Harbour City Mall, and a giant crab will be placed at the entrance of Dover Street Market Ginza. A flamingo installation will land on the balcony of the Champs-Élysées store in Paris, while a crab mural and a sculptural flamingo will appear in Miami’s Design District.

The activations will span from billboards and travel retail installations to a digital and social presence on the brand’s online channel. Moncler is also planning a dedicated Mother’s Day activation.

While declining to provide a specific investment figure for the campaign, Moncler channels 7 percent of its revenues into marketing annually.

The spring collection represents around 25 percent of revenues.

Moncler revenues in 2025 were up 1 percent to 2.72 billion euros, compared with 2.7 billion euros in 2024. At constant currency revenues increased 3 percent. The performance accelerated in the fourth quarter, with sales up 6 percent at constant currency.

For the spring 2026 collection, Moncler reimagined the puffiness in lighter and transitional wardrobe versions, layered and colorful.

The women’s lineup includes lightweight, washed-nylon parkas, intricately floral-quilted shirt jackets, button-down polo shirts in classic stripes, a checked pussy-bow playsuit, breezy dresses and pastel-printed shorts.

Classic summer motifs — stripes, gingham checks and tropical florals — were offered in a palette ranging from pastel pink and orange to forest green and crisp neutrals. Details included chic bow closures and square mesh pockets as well as cinchable, lace-up waists and ornate orchid-inspired florals.

Colors ran throughout the men’s collection in light nylon, relaxed denim, nylon-blend chambray and crisp cotton poplin in a vivid palette of scarlet red, sunny yellow, sky blue, rich burgundy and clean neutrals.

Light down gilets, windbreakers, field jackets and hooded shirt jackets complemented shorts, relaxed pants, retro bowling shirts, striped polos and graphic T-shirts. Crochet or striped poplin bucket hats and beanies topped off the layered look.

Knitwear for the spring season starts at 750 euros, while outerwear is priced on average at around 1,500 euros.

The Moncler Group, which also includes Stone Island, welcomed former Bottega Veneta chief executive officer Leo Rongone as CEO on April 1.