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Celebrities are definitely the new supermodels. They’re taking over fashion campaigns left and right! Luxury sportswear brand Moncler just got two-time Academy Award-nominee Will Smith as their newest face. In their latest campaign, “Genius is Born Crazy,” the brand shot Smith in one of their iconic red puffer jackets. 

“I believe in the power of crazy and I always give a chance to a crazy dream. The magic often happens somewhere beyond the ordinary, in the exploration of new horizons that only a few see before others follow. Long live the craziest intuitions when rigor and dedication are there to make them happen. It’s an honor to have Will Smith, in his first advertising fashion campaign, embracing our ‘crazy’ idea to celebrate the genius hidden within everyone.” shared Moncler’s CEO Remo Ruffini. British photographer Tim Walker shot the campaign and the accompanying video that’s now up YouTube. Subsequently, the brand shared via a press release that the idea behind it was that it’s a “visual study on the notion of genius”. 

The Moncler campaign is Will Smith’s first in his decades-old career. Though known for his ripped body and effervescent charm, the actor was never that connected with the fashion industry. His wife, Jada Pinkett-Smith, has always been the more style-savvy within the Hollywood power couple.  She’s known to wear all sorts of designers on the red carpet, including Versace, Dolce & Gabbana, Lanvin, and more. There was even that famous red carpet snapshot of Smith showing off his wife to the photographers in a comedic and grandiose manner. It went viral on social media a couple of years ago and continues to serve as a meme online. Even their kids, Jaden and Willow Smith, are known style stars as well. Smith’s campaign is one of many this year where high fashion luxury brands tapped celebrities instead of models for their campaign. Earlier this month, Givenchy released a new series of ad campaigns featuring pop star Ariana Grande. They dressed her up in their latest Fall 2019 ready-to-wear collection for the black-and-white campaign. They even accompanied it with a new hashtag for better promotion: #ARIVENCHY. Meanwhile, rapper Nicki Minaj teased her fans on Instagram that an upcoming collaboration with Fendi is possibly on the horizon. “All I’ll say is dreams really do come true,” she shared with a video of her in a bubblegum pink fur-lined ensemble from the brand. 

What do you think of Will Smith’s new Moncler campaign? Is the fashion industry relying too much on Hollywood star power right now? Share your reactions on our comments section below. 

Image Credits:

  1. Moncler Will Smith Featured Image – The Source.com
  2. BTS Moncler – Hypebeast.com
  3. Snapshot of Will Smith – The Source.com