There's no denying Will Smith has established himself as entertainment heavyweight. Over the last three decades, the 50-year-old multi-hyphenate has found success in a wide range of industries, including music, television, and motion pictures. This week, Smith expands his already-impressive resume by starring in Moncler's 2019 campaign "Genius Is Born Crazy"—his first-ever fashion campaign.
The Italian brand describes the campaign as a visual study of the notion of genius and its symbiotic relationship with "craziness." Moncler points to its own evolution and the ways it fused genius and crazy to go from a skiing gear specialist to one of the world's most coveted luxury labels. The company recognized the same kind of drive and commitment to innovation in Smith's longstanding career.
"Smith serves as a natural face for the Moncler campaign," the label wrote in a press release. "As an actor, producer, and musician two-time Academy Award nominee and Grammy winner, Will brings an outsized imagination and dedication to creativity. ... What may initially be deemed radical or impossible has the potential to become genius. There is a crazy streak in Moncler’s own DNA that has been, throughout the years, a source of constant creativity."
You can check out the campaign video above. The images were shot by award-winning photographer Tim Walker, whose work has been featured in museums around the world as well as publications like Vogue and Vanity Fair. Moncler says this is the first of three campaign stories that will be released in the upcoming months.
