A luxury utilitarian apparel brand had a new vision for their identity. They asked, “How do we make customers think of our collection as a work of art?”

Perception is all about context.

With two days in the Brooklyn Art Museum we reframed Moncler from rigid sportswear to irreverent high fashion in one season.

Taking inspiration from the renegades of the New Wave, we emulated the laissez-faire attitude seen in the French film Bande à Part. We leveraged the collective power of Vogue and GQ to maximize the reach and amplify the new creative vision.