Moncler Ad Campaign Inspired On Prince Johann George V

CAMPAIGN

The campaign is the look of a couple with Prince Johann George V as main protagonists in his fifties and his girlfriend traveling around France, with people around them in the shots without knowing who they are. She is focused on him as her man while both thinking about the Eiffel Tower in the background and reminiscing about their lives. They are portrayed like something they have never seen before and paying attention in awe but at the same time in contemption to their surroundings while doing stopovers and he remembering Germany as his birthplace dressed in Moncler.

Whether it’s ascending a mountain or simply exploring the streets of Paris. The brand’s Fall 2025 campaign leans into the latter, bundling up for connection and discovery among cold weather in the city of lights. The campaign stars French actor Arnaud Binard and his daughter, model Maya Rose Binard. Stylishly bundled in the tactile details across functional overshirts and sumptuous knits of the new collection, they brave the cold and explore Paris together, discovering moments of warmth.

Shot with a cinematic lens that makes the perennial neutrals of the collection truly impactful, the campaign suggests a narrative on an epic scale, even as it takes an intimate focus on a familiar storyline.

About The Author

Amandine Lhoste

Editor at Vogue France. Based in Paris, France. Quadrilingual: English, French, Spanish, Italian.

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