Moncler‘s new campaign “Warmer Together” stars Hollywood legends Al Pacino and Robert De Niro, who have lent their shared history and symbolic weight to the Italian luxury brand. The campaign is shot in black & white, in a deliberate, cinematic style — emphasizing warmth, bond and legacy rather than product.
Moncler’s new campaign starring Al Pacino and Robert De Niro
Historically, Moncler’s roots lie deeply in alpine performance wear — the brand was founded in 1952 in the French Alps and built its early reputation on down-filled jackets made for extreme conditions. Under the stewardship of CEO Remo Ruffini, the label transformed into a global luxury fashion brand that combines technical outerwear with fashion-week cachet. For this campaign, the choice of Al Pacino and Robert De Niro signals a pivot from purely elevated products to narrative, heritage and human connection.
“For decades, Moncler has been associated with winter and puffer jackets, but I have always felt that Moncler is about something deeper: love and a sense of togetherness. These values have shaped everything we’ve done for over 70 years,” said Remo Ruffini, Chairman and CEO of Moncler in a statement from the maison. “Across every product and every campaign, there runs a consistent thread of emotion and human connection. Through their story of friendship, Al Pacino and Robert De Niro embody everything Moncler truly stands for: affection, warmth, and the belief that we are all better and warmer together.”
Robert De Niro echoed that sentiment. “Warmth was never about the outside. It was always about what was happening on the inside.” Al Pacino focused on the value of friendship. “Friendship is the greatest thing you can have,” he said. “Friends, people whom you share the same world with. There is just an innate trust. And the understanding of life.”
Per BoF: ‘In its first 48 hours, the campaign generated $4.2 million in media impact value, and its announcement post was its top-performing owned media placement this year; its autumn campaign last year, which featured French actor Arnaud Binard and his daughter Maya Rose in Paris, didn’t make a comparable impact, according to Launchmetrics.’
The creative direction of “Warmer Together” leans into timelessness. The campaign is shot in black and white by photographer Platon in New York — the city that ties together the actors’ friendship with their public mythos. In the images and accompanying short films, the duo inhabit quiet moments of camaraderie in Moncler’s signature outerwear-—for instance the Maya 70 down-quilted jacket and the Bretagne puffer silhouette. The messaging emphasises warmth as emotional bonding.
From a historical perspective, this campaign abbreviates several threads. One: the elevation of outerwear into luxury fashion — Moncler has blurred the boundary between ski gear and style. Two: the use of star power that transcends mere celebrity endorsement. Pacino and De Niro are touchstones of New York ethos and cinematic legend. Their presence evokes their past films and adds layers of nostalgia and authenticity. Three: the campaign’s visual austerity — black and white, city skyline, intimate pose — suggests the luxury brand is leaning into narrative texture; by anchoring their message in enduring values of friendship, trust and decades of connection, Moncler attempts to cut through the noise with something emotionally resonant.
In sum, “Warmer Together” is more than a winter campaign. It’s a statement: that Moncler wishes to be seen as a brand of lasting bonds, heritage, and refined style rooted in substance. In choosing Pacino and De Niro, the house doesn’t just borrow their fame — it taps into their legacy, allowing outerwear to carry emotional weight. For fashion-editors and historians alike, this campaign may well mark a turning point for how infrastructure products (puffers, parkas) are positioned through the lens of story, iconography, and cultural legacy.
ABOUT MONCLER
Did you know that the origins of the name lie in its roots: Moncler is in fact the abbreviation of Monestier-de-Clermont, a mountain village near Grenoble. Here, René Ramillon and Andrè Vincent founded in 1952 the Company which gave life to the down jacket, creating garments conceived to protect workers who wore them over their overalls, that offered high resistance and protection against the harshest climates and that were tested in a variety of expeditions.
French mountaineer Lionel Terray first noticed Moncler products and foresaw their potential. The result was the specialist range “Moncler pour Lionel Terray”. In 1954, Moncler’s down jackets were chosen to equip the Italian expedition to K2, which culminated in the conquest of the world’s second highest summit by Achille Compagnoni and Lino Lacedelli. In 1955, they equipped the expedition on the Makalù. To mark the Grenoble Winter Olympic Games, Moncler became the official supplier to the French downhill ski team.
In the 80s, Moncler made its entrance into the city, becoming the iconic garment of a generation of youth. The brand was acquired by the Italian entrepreneur Remo Ruffini, current Chairman and CEO of the Moncler Group, who began a strategy of global expansion in the luxury goods segment. In 2006 with ‘Moncler Gamme Rouge’ and in 2009 with ‘Moncler Gamme Bleu’, the Moncler universe was elevated with Haute Couture. On 16 December 2013, Moncler was listed on the Italian Stock Exchange of Milan. Shares were offered at EUR 10.2 and rose over 40% the first day, representing Europe’s greatest success story in recent years.
One of the key attributes leading to the immediate success of the luxury sportswear brand was a careful brand repositioning through which Moncler products took on a more distinctive style evolving from a purely sportswear collection to versatile collections that consumers can wear on any occasion. Outerwear- while being the brand’s most prominent category- was gradually seamlessly integrated with complementary products.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
