{"id":28549,"date":"2015-09-16T14:02:01","date_gmt":"2015-09-16T12:02:01","guid":{"rendered":"http:\/\/www.mfm.it\/\/?p=28549"},"modified":"2017-12-11T09:45:12","modified_gmt":"2017-12-11T08:45:12","slug":"new-monclers-fairytale","status":"publish","type":"post","link":"https:\/\/www.mfm.it\/en\/fashion-category\/new-monclers-fairytale\/","title":{"rendered":"The new Moncler\u2019s fairytale"},"content":{"rendered":"<p><!--[if gte mso 9]><xml>\n <o:DocumentProperties>\n  <o:Revision>0<\/o:Revision>\n  <o:TotalTime>0<\/o:TotalTime>\n  <o:Pages>1<\/o:Pages>\n  <o:Words>280<\/o:Words>\n  <o:Characters>1596<\/o:Characters>\n  <o:Company>PEC<\/o:Company>\n  <o:Lines>13<\/o:Lines>\n  <o:Paragraphs>3<\/o:Paragraphs>\n  <o:CharactersWithSpaces>1873<\/o:CharactersWithSpaces>\n  <o:Version>14.0<\/o:Version>\n <\/o:DocumentProperties>\n <o:OfficeDocumentSettings>\n  <o:AllowPNG><\/o:AllowPNG>\n <\/o:OfficeDocumentSettings>\n<\/xml><![endif]--><\/p>\n<p><span lang=\"EN-US\">An advertising campaign told through the narrative of a fairytale, <span>inspired by Nordic, Russian and Slavic folklore. <\/span><strong>Moncler <\/strong>Fall\/Winter&nbsp; 2015-16 ad campaign has been shot for the second time by the extraordinary American photographer <em>Annie Leibovitz<\/em>. The two models protagonist, are real-life brother and sister, twins in the fiction, Lucky and Pyper Smith \u2013 Lucky, The Atomics\u2019 bass player, and his sisters Pyper, Starlie and Daisy.&nbsp;<\/span><strong style=\"line-height: 1.538em;\"><span lang=\"EN-US\">Moncler<\/span><\/strong><span style=\"line-height: 1.538em;\" lang=\"EN-US\"> universe once again chose a different innovative approach, communicating its message in a narrative campaign through an organic story-telling vision, in a fantasy and fairytale atmosphere. The \u2018Fairytale\u2019 the brand has chosen to tell, gradually unveiled image after image, goes beyond the classic campaign shots, isolated and settled, and infuses the brand itself with a bit of whimsy and surprise.<\/span><\/p>\n<p class=\"MsoNormal\"><span style=\"line-height: 1.538em;\" lang=\"EN-US\">The campaign has clear evocative references. It\u2019s inspired by&nbsp;Tolkien\u2019s novels and Hans Christian Andersen\u2019s \u201cSnow Queen,\u201d as well as the &#8220;Baba Yaga,&#8221; a supernatural being in Slavic folklore.<span class=\"apple-converted-space\">&nbsp;<\/span><\/span><span style=\"line-height: 1.538em;\" lang=\"EN-US\">Moncler embraces the uniqueness of the project, seeking for a free and unlimited creative approach. The location is breathtaking: South-East Iceland. Suggestive snowy landscapes, with no sign of human presence, shown through successive images engaging with viewers at an emotional level. Waterfalls, impressive colossal ice concretions, superb icy mountains shaped by the wind, glaciers imbued with light, dazzling dreamlike winter beaches, surrounded by a pure metaphysical sea. Leitmotiv: snow and ice. The white purity of glass and surfaces\u2019 transparencies is sometimes covered with black lava powder erupted by many local volcanoes.<\/span><\/p>\n<p class=\"MsoNormal\"><span style=\"background-position: initial initial; background-repeat: initial initial;\" lang=\"EN-US\">The happy ending of the story, in a sort of exorcism, is signified by sunnier images featuring green grass and moss, symbolizing the cathartic melting of the pathos thanks to the power of pure love. <\/span><\/p>\n<p class=\"MsoNormal\"><a style=\"line-height: 1.538em;\" href=\"http:\/\/www.moncler.com\/it\/\" target=\"_blank\">moncler.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>An advertising campaign told through the narrative of a fairytale, inspired by Nordic, Russian and Slavic folklore. Moncler Fall\/Winter&nbsp; 2015-16 ad campaign has been shot for the second time by the extraordinary American photographer Annie Leibovitz. The two models protagonist, are real-life brother and sister, twins in the fiction, Lucky and Pyper Smith \u2013 Lucky, [&hellip;]<\/p>\n","protected":false},"author":27,"featured_media":8559,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7020],"tags":[4602,4601,4604,339,4605,4603],"class_list":["post-28549","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fashion-category","tag-annie-leibovitz","tag-campagna-adv-autunno-inverno-201516","tag-lucky-smith","tag-moncler","tag-pyper-smith","tag-the-atomics"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The new Moncler\u2019s fairytale - MFM MUSIC FASHION MUST<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mfm.it\/en\/fashion-category\/new-monclers-fairytale\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The new Moncler\u2019s fairytale - MFM MUSIC FASHION MUST\" \/>\n<meta property=\"og:description\" content=\"An advertising campaign told through the narrative of a fairytale, inspired by Nordic, Russian and Slavic folklore. 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