Moncler reimagines iconic coat through charity art project

Italian outerwear label Moncler is uniting creatives for a cause through a photographic project launched during New York Fashion Week.

Art for Love asked 32 artists to interpret the theme of love using the brand’s Maya duvet jacket, with the resulting prints being auctioned online via Paddle8 to raise funds for amfAR. Uniting a group of established artists for this type of charity event will help draw attention for Moncler and make a larger impact in the fight against HIV.

Coming together
Moncler officially opened the auction on Sept. 10. Lots include photos by noted fashion photographers such as Patrick Demarchelier, Inez & Vinoodh and Stevel Meisel.

Brigitte Lacombe shows a black cat peeking out of the hood of a dark green jacket, while Bruce Weber’s black and white photo captures a man barely hanging onto a horse while wearing the coat.

Moncler exhibit at the New York Public Library

At a private party at the New York Public Library on Sept. 11, Moncler introduced the artwork to its friends. As guests mingled around the room, they could bid on lots via tablets placed on the perimeter.

The online auction will be live through Sept. 29, giving consumers time to bid. Moncler's Paddle8 lots can be viewed here.

Moncler has previously aligned itself with the art of photography. The label put glaciers front and center with a traveling photography exhibit and capsule collection.

The brand's “Blackout” project features 21 images of mountain terrain in Iceland captured by artist Dan Holdsworth, one of which Moncler reproduced on jackets, pants and accessories in its fall/winter 2014 collection. This collection allowed Moncler to pay homage to the “majesty of nature,” which is a source of inspiration for the brand (see story).

Brands often look to leave a lasting impact on causes dear to them via large scale charitable campaigns.

Rolls-Royce Motor Cars is gathering work from 12 top artists to be featured alongside small replicas of the brand’s Ghost model for a exhibit and auction.

The proceeds of the auction will benefit the Breast Cancer Care, and the general atmosphere of the display may lead to outside donations. The brand’s attempt to bring in numerous parties to collaborate means that a larger radius of people will be affected (see story).