{"id":14429,"date":"2026-04-15T21:40:38","date_gmt":"2026-04-16T04:40:38","guid":{"rendered":"http:\/\/www.seekyourlove.com\/?p=14429"},"modified":"2026-04-15T21:40:38","modified_gmt":"2026-04-16T04:40:38","slug":"moncler-unveils-have-a-puffy-summer-campaign-for-spring-summer-2026-collection","status":"publish","type":"post","link":"https:\/\/www.seekyourlove.com\/?p=14429","title":{"rendered":"Moncler Unveils ‘Have a Puffy Summer’ Campaign for Spring\/Summer 2026 Collection"},"content":{"rendered":"

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\n\tMILAN <\/strong>\u2014 Moncler is leveraging a signature of its brand \u2014 the puffer \u2014 and turning it into an augural greeting.<\/p>\n

\n\tFor the first time, the brand is launching a campaign dedicated to its spring collection with the tag line \u201cHave a Puffy Summer.\u201d<\/p>\n

\n\t\u201c<\/strong>Our ambition is to have a year-round, 365-day relationship with our customers, not simply to increase our summer sales volume,\u201d said executive chairman Remo Ruffini in an exclusive interview.<\/p>\n

\n\t\u201cThe 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,\u201d Ruffini said.<\/p>\n

\n\tMoncler 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.<\/p>\n

\n\t\u201cIn 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,\u201d Ruffini said.<\/p>\n

\n\tHe described the campaign as \u201cfun, colorful, playful, slightly unexpected, and not overly serious or didactic.\u201d<\/p>\n

\n\tThis joyful sense is reflected by Dornan\u2019s companions in the campaign, whimsical inflatable animal sculptures\u00a0\u2014 an octopus, a whale, a lobster, a seahorse, a crab and a flamingo \u2014 created by set designer Andy Hillman.<\/p>\n

\n\tA 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\u2019s 2006 film \u201cMarie Antoinette.\u201d This was followed by \u201cThe Fall\u201d series, where he played serial killer Paul Spector, and the \u201cFifty Shades\u201d franchise, portraying Christian Grey. Film credits range from \u201cAnthropoid\u201d to \u201cBelfast,\u201d among others. Most recently, he has starred in the thriller drama series \u201cThe Tourist.\u201d<\/p>\n

\n\tRuffini said the winner of BAFTA and Golden Globe awards was chosen \u201cfor his natural elegance and authentic fit with the campaign idea, not as a celebrity placement.\u201d<\/p>\n

\n\tThe executive said accompanying installations will be unfolded around the world in \u201can unprecedented\u201d campaign, with more than 20 windows across the brand\u2019s store network, dedicated pop-ups in Milan and Seoul and wholesale partner activations with Bergdorf Goodman, DSM Tokyo and Hirshleifers.<\/p>\n

\n\t\u201cUltimately, it is not about presenting a collection, but inviting people into a new way of experiencing Moncler,\u201d Ruffini said.<\/p>\n

\n\tThere 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.<\/p>\n

\n\tFrom 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\u00a0framed by a 24-look mannequin formation wearing the spring collection.<\/p>\n

\n\tIn 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.<\/p>\n

\n\tA 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-\u00c9lys\u00e9es store in Paris, while a crab mural and a sculptural flamingo will appear in Miami\u2019s Design District.<\/p>\n

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\t\t\t\t\tA Moncler inflatable lobster created by set designer Andy Hillman.<\/span><\/p>\n<\/figcaption><\/figure>\n<\/div>\n

\n\tThe activations will span from billboards and travel retail installations to a digital and social presence on\u00a0the brand\u2019s online channel. Moncler is also planning a dedicated Mother\u2019s Day activation.<\/p>\n

\n\tWhile declining to provide a specific investment figure for the campaign, Moncler channels 7 percent of its revenues into marketing annually.<\/p>\n

\n\tThe spring collection represents around 25 percent of revenues.<\/p>\n

\n\tMoncler 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.<\/p>\n

\n\tFor the spring 2026 collection, Moncler reimagined the puffiness in lighter and transitional wardrobe versions, layered and colorful.<\/p>\n

\n\tThe women\u2019s 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.<\/p>\n

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\t\t\t\t\tRemo Ruffini at the new Moncler headquarters in Milan.<\/span><\/p>\n<\/figcaption><\/figure>\n<\/div>\n

\n\tClassic summer motifs \u2014 stripes, gingham checks and tropical florals \u2014 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.<\/p>\n

\n\tColors ran throughout the men\u2019s 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.<\/p>\n

\n\tLight 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.<\/p>\n

\n\tKnitwear for the spring season starts at 750 euros, while outerwear is priced on average at around 1,500 euros.<\/p>\n

\n\tThe Moncler Group, which also includes Stone Island, welcomed former Bottega Veneta chief executive officer Leo Rongone as CEO on April 1.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

MILAN \u2014 Moncler is leveraging a signature of its brand \u2014 the puffer \u2014 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 \u201cHave a Puffy Summer.\u201d \u201cOur ambition is to have a year-round, 365-day relationship with our customers, not simply to increase our summer sales volume,\u201d said executive chairman Remo Ruffini in an exclusive interview. \u201cThe 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,\u201d 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. \u201cIn 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,\u201d Ruffini said. He described the campaign as \u201cfun, colorful, playful, slightly unexpected, and not overly serious or didactic.\u201d This joyful sense is reflected by Dornan\u2019s companions in the campaign, whimsical inflatable animal sculptures\u00a0\u2014 an octopus, a whale, a lobster, a seahorse, a crab and a flamingo \u2014 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\u2019s 2006 film \u201cMarie Antoinette.\u201d This was followed by \u201cThe Fall\u201d series, where he played serial killer Paul Spector, and the \u201cFifty Shades\u201d franchise, portraying Christian Grey. Film credits range from \u201cAnthropoid\u201d to \u201cBelfast,\u201d among others. Most recently, he has starred in the thriller drama series \u201cThe Tourist.\u201d Ruffini said the winner of BAFTA and Golden Globe awards was chosen \u201cfor his natural elegance and authentic fit with the campaign idea, not as a celebrity placement.\u201d The ex…<\/p>\n","protected":false},"author":1,"featured_media":14430,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[2],"tags":[],"acf":[],"_links":{"self":[{"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=\/wp\/v2\/posts\/14429"}],"collection":[{"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=14429"}],"version-history":[{"count":0,"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=\/wp\/v2\/posts\/14429\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=\/wp\/v2\/media\/14430"}],"wp:attachment":[{"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=14429"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=14429"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=14429"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}