The Art of All
Moncler and Roc Nation’s partnership began in February of last year when Moncler Genius took over London Fashion Week with an immersive experience masterminded by Jay-Z titled The Art of All. Fast forward to now and the pair have come together once again to create their first collection. Designed by Jay-Z, the musician has set about fusing Moncler’s alpine luxury with New York City’s urban edge. Resulting in a collection of puffer jackets (this is Monlcer, after all) in croc-print fabrics, technical streamlined vests and oversized, drop-shoulder sweatshirts alongside fuzzy bucket hats, joggers and tees.
“The Art of All is the journey, it is the everyday, it is waking up and using your voice.Genius is everywhere.” – Jay-Z
The campaign is accompanied by a film directed by Páraic and Kevin McGloughlin soundtracked to music from Jay-Z’s 2023 movie The Book of Clarence and narrated by American musician and artist, SAINt Jhn. Visually contrasting outdoor imagery synonymous with Moncler’s mountainous DNA with the towering facades of Jay-Z’s native NYC, the perspective shifts from ice tunnels to subway escalators to fully encapsulate the campaign’s message that ‘genius is everywhere’.
Shop the Moncler x Roc Nation collection here.