Moncler Taps Snowboarders Chloe Kim and Shaun White for New Winter Gear Campaign

Moncler has also teamed up with Shaun White and his brand Whitespace to release a special edition snowboard. One hundred of the all-mountain boards will be released in red and blue, and another 100 will be released in black and white. Each board will cost $1,650.

The French-founded, Italy-headquartered luxury brand has taken several steps to cross over into the world of snowboarding. An ad campaign back in 2024 didn't go super well, as photos featured models holding a snowboard that had the most ridiculous binding stances most of us have ever seen. Of course, the internet had a ton of fun with that mishap.

That campaign fell flat when it came to connecting with people who actually snowboard. But by enlisting actual snowboarders—and some of the biggest names, at that—it appears that Moncler received all that negative feedback, and has taken a step forward by actually hiring people who snowboard for a living.

The newest collection strays away from traditional luxury ski and snowboard gear. The outerwear features technical denim born from the "artistry of Japanese craftsmanship". The outerwear focuses on what Moncler calls city fabrics—denim, suede, flannel, and gabardine. The jackets include PrimaLoft Gold, pull-out hoods, YKK AquaGuard zippers and vents, and Ultrasuede trims. Some pieces will feature 2-layer GORE-TEX.

The collection is available now at Moncler.com.