Penn Badgley stars in Moncler’s Spring/Summer 2025 campaign, showcasing city-inspired elegance with modular designs, tonal palettes, and luxurious fabrics. A perfect blend of urban sophistication and timeless style, shot in the heart of New York City.
Moncler, a brand synonymous with luxury outerwear, was founded in 1952 in the small town of Monestier-de-Clermont near Grenoble, France. From its early days supplying mountain gear to becoming a global symbol of sophistication, Moncler has evolved under the helm of visionary designers and relentless innovation. Today, headquartered in Italy, the brand continues to redefine luxury, balancing functionality with style. Its core demographic includes urban professionals and discerning travelers who value premium craftsmanship, while its psychographic appeal aligns with those who prioritize both performance and elegance.
Moncler’s creative evolution has consistently embraced cosmopolitan aesthetics, as seen in its latest campaign shot in New York City. This marks the third chapter in Moncler’s advertising journey, following captivating collections set in Paris and Madrid. For the Spring 2025 campaign, the spotlight turns to the iconic streets of NYC, featuring actor and local resident Penn Badgley as the face of the collection. Known for his roles in “You” and “Gossip Girl,” Badgley’s effortless charisma and connection to New York bring authenticity to the campaign.
The campaign aims to capture the rugged charm of New York’s cobblestone streets—a nod to the city’s storied past. However, such streets are now rare relics in a metropolis dominated by modern developments and green spaces. While the visuals exude beauty and nostalgia, they evoke a bygone era rather than the bustling, contemporary energy of NYC today. The campaign’s imagery, while stunning, reflects a pre-digital era of downtown New York—a time when creativity and counterculture thrived amidst gritty urban landscapes.
Back in the ’80s and ’90s, downtown New York was the beating heart of bohemian culture—a raw, electric energy filled the air, and creativity thrived in every corner. Artists, musicians, and dreamers gathered in lofts, dive bars, and on cobblestone streets, creating a melting pot of ideas and subcultures. It was a place where you didn’t need to be rich or famous to feel like you belonged; you simply had to have a voice, a vision, or a willingness to embrace the chaos. Those were the days when the grit and grime of the city didn’t overshadow its charm—it was its charm.
But as gentrification swept through the city, everything changed. Big corporate money moved in, and with it came the celebrities, the luxury high-rises, and a sense of exclusivity that felt alien to New York’s original spirit. When stars like Taylor Swift or Beyoncé started snapping up Soho lofts, the city started to feel less like a haven for creatives and more like a playground for the wealthy elite. For me, and for many lifelong New Yorkers, it lost its luster. Thousands of creatives were pushed out, seeking refuge in Brooklyn, Queens, or even small seaside towns of Eastern Long Island from Bellport to East Moriches – curating a path to creativity. Others left New York altogether, fleeing to places like Florida, Colorado, or Texas, where they could reconnect with the freedom and space they needed to create. As the soul of the city shifted, so did the people who had once made it great.
Despite this, Moncler’s Spring 2025 collection perfectly balances the demands of modern city life with timeless sophistication. Penn Badgley embodies this harmony, describing the collection as “clean, super comfortable, and elevated.” For men, the collection features smart, versatile designs, including reversible jackets and coats that transform into vests. Luxurious fabrics like cashmere-blends and the brand’s signature Airsoft nylon emphasize both comfort and durability.
For women, the collection showcases elegant diamond quilting and refined silhouettes, combining materials like duchesse satin, suede, tweed, and boucle. Special details and innovative designs elevate these pieces, making them essential for a dynamic metropolitan lifestyle. The color palette—tonal beige, navy, gray, and black—ensures adaptability for day-to-night dressing in the city that never sleeps.
Moncler’s Spring 2025 campaign continues the brand’s journey of storytelling through iconic locations, reinforcing its connection to global urban culture. Penn Badgley, as a NYC resident and international star, seamlessly bridges the brand’s heritage with its forward-thinking vision.
The collection is now available in select Moncler stores and online at moncler.com. Whether navigating the streets of New York or jet-setting to the next cosmopolitan destination, Moncler’s latest offerings embody the spirit of metropolitan elegance.
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