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Child's Play

Culture Watch
"Don't Steal the Jacket," here and below.

When it comes to marketing, fashion houses are constantly looking to get ahead of the curve to promote its brands. And while it’s certainly not uncommon to have high-wattage talent behind the lens of advertising campaigns, there’s something about a photographer shooting a film that gets us excited!

In its third year of collaborations with photographer Bruce Weber, Moncler, the luxury Italian sportswear company, screened a 24-minute movie short during the spring/summer 2012 fashion shows in Milan last week.

Entitled “Don’t Steal the Jacket,” this madcap children’s adventure story was a continuation of the brand’s print campaign—which featured children and a Weber signature, dogs, wearing oversized Moncler (atop tutus or accessorized with oversize chains)—which was treated with newspaper headlines that play into the movie plotline.

Moncler hosted two screenings of the short, which starred kids (many of whom are his friends’ children) from Weber’s home base in Miami. In an interview with WWD, Weber noted, “I have six dogs, but no kids, and now I realize what it’s like to be a parent and how challenging it is.”

Moncler’s Remo Ruffini explained why he chose Weber to create the film, “I was looking for a story that was not within the codes of fashion, in order to communicate in a different way,” said Ruffini to WWD.

The screenings—which were attended by the likes of Anna Wintour, Suzy Menkes, Stephen Gan—were followed by a festive dinner in the courtyard of the Teatro Litta decorated with balloons and a cornucopia of candy. In attendance were Bianca Balti, Shala Monroque, Coco Rocha, Franca Sozzani, Ingrid Sischy, Erin O’Connor and Allegra Beck Versace.

“Don’t Steal the Jacket” is being shown in seven individual episodes online at

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