Will Smith Stars in New Moncler Campaign

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Will Smith, American actor, rapper, and global icon, officially has a new title under his belt: model. Italian outerwear brand Moncler picked the star for to be the first face of its newest campaign. Before the reveal of Genius is Born Crazy today, Moncler hinted on Instagram as to who the face of the campaign is, calling him, “A family man, a singer, an actor, and a jack of all trades.” Genius is Born Crazy, which is Smith’s first ever fashion campaign, is the first of three campaign stories photographed by Tim Walker .

In the “Levitating” Genius is Born Crazy video, Smith is pictured doing just that, wearing a red down jacket, white t-shirt, and silver pants. After a close zoom-in to the beat of electronic music, the actor nods his head and pulls up the hood of his jacket, showing off Moncler’s signature outerwear.

According to the brand, Genius is Born Crazy “explores the ever-present tension between genius and crazy.” The following stories for the campaign will also interpret this theme.

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