Actor Penn Badgley is a New Yorker, so it makes sense that he’s taking the spotlight in Moncler’s New York–set spring 2025 campaign. After all, his most iconic characters are all from the city, including Gossip Girl’s Dan Humphrey and You’s Joe Goldberg. This campaign feels like the perfect primer with the fifth and final season of You coming to Netflix this year.
Set on the cobblestone streets of Soho, the campaign imagery channels the moody energy of Joe Goldberg, but in a way that makes me think I could be his next Love Quinn. And, like, maybe I want to be? The new Moncler collection is a palette of mostly beige, navy, gray, and black, which feels very appropriate for a New Yorker. The clothing features smart designs, with reversible jackets and coats that become vests. It’s pretty perfect for someone who needs a disguise.
This is the third installment of this city-driven collection; the first two were shot in Paris and Madrid, starring actors Arnaud Binard and Joaquín Furriel. “I remember when a Moncler jacket was, for me, aspirational,” said Badgley, a sentiment many New Yorkers can agree on. “It’s clean, super-comfortable, and elevated, like you’d expect.”
Moncler had a really big year last year, closing out Shanghai Fashion Week with a massive party of 8,000 guests, including Rihanna and A$AP Rocky. Since 2018, the brand’s CEO, Remo Ruffini, has invited designers, including Richard Quinn, Pierpaolo Piccioli, and Simone Rocha, to design collections through its Genius program. The Shanghai party’s guest list included Edward Enninful, Hiroshi Fujiwara, Donald Glover, Lulu Li, Nigo, Palm Angels, and Willow Smith; guest appearances from Rick Owens and Lucie and Luke Meier, co-creative directors at Jil Sander; and, last but not least, A$AP Rocky — which explains why Rihanna was there, of course. And while Badgley is no Bag Gal (sorry, Penn; we do love you), it’s a great way to start 2025.
