A New York Attitude for that Worldwide Dream

Written by

Jorge Lucena

Photographed by

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Styled by

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Photographed by Laura Jane Coulson

“Moncler and me go way back to when I was a little kid during those New York winters. A Moncler was something you could see, but not quite reach yet. That high vision of excellence to strive for. This collection is like fulfilling that childhood wish on an epic scale.” 

—Alicia Keys

We all know that feeling. When context is everything. When the atmosphere, the vibes, the way the air moves and swirls seems to levitate our every step. Every city has its unique pulse, and when you find yourself in sync with it, thumping through that city’s corridors and cafes, its rooftops and rendezvous, there is nothing more exhilarating.

It’s with this embrace of a limitless urban ethos that Moncler has teamed up with iconic songstress and fashion favorite, Alicia Keys, for a bold, effortlessly gender-neutral collection. The new Moncler x Alicia Keys, inspired by the never sleeping cultural hotbed of the pop star’s native New York, harnesses the city’s confidence and swagger, its unequivocal street style, and dishes it out for the world at large.

Photographed by Ibrahem Hasan

For Keys, late 1990s Manhattan was the starter canvas for the Moncler x Alicia Keys collection. ‘90s Manhattan—with all its grit and hard work, its proto-smart phone optimism and downtown dynamism, its pre-Y2K jitters—infuses the aesthetic. The results? Cooly oversized trackwear silhouettes in emotive green, red, and Keys’ signature purple, topped with nylon bucket hats, cropped halters, and shrunken tees. A nostalgic testament to the city’s timeless diversity. 

For Keys, NYC is not about skyscrapers and subways, but the people that keep the city on its toes. In a two-pronged campaign approach, Keys, for the first effort, determined to cast a set of boundless creatives—a poet, musician, actor, and singer-songwriter. Lensed by Ibrahem Hasan against the city’s iconic skyline, digitally rendered into a futurist grayscale, these next-generation dreamers espouse the flair and potential that Keys felt growing up on those very NYC streets. 

A second campaign, photographed by Laura Jane Coulson, showcases Keys the designer in a series of candidly colorful, intimate portraits. The moment is suspended, yes, but the creative gears are obviously running at full tilt below the surface within the campaign’s iconic subject. 

Photographed by Laura Jane Coulson
Photographed by Laura Jane Coulson

Despite the distilled NYC ethos of the collection, Keys is never one to stay still. The pop star debuted the Moncler x Alicia Keys collection at London Fashion Week during Moncler’s The Art of Genius event, where she did her inimitable thing on the ones and twos, then passed the mic to London femmes, Cleo Sol and Little Simz—the first to dawn the collection on stage—to cap an undeniable music moment for the ages. 

Dreams were made, community bonds were thickened, and the youngsters in awe of the whole unveiling woke up the next day with that unstoppable pulse pumping through their limbs, their hearts, their imaginations. 

The Moncler x Alicia Keys collection launched exclusively on Net-a-Porter on March 22 before arriving in select Moncler boutiques and moncler.com on March 23.

Photographed by Ibrahem Coulson


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Moncler, Moncler x Alicia Keys, MONCLER Genius