Moncler and amfAR: ART FOR LOVE

Moncler asked 30 of the world’s most legendary photographers to photograph the brand’s iconic Maya duvet jacket in their own way. Some of the large-scale photographs shown were by names like Annie Leibovitz, Bruce Weber, Terry Richardson, David Bailey, Patrick Demarchelier, Arthur Elgort, Inez and Vinoodh, Brigitte Lacombe, Peter Lindbergh, Steven Meisel, Paolo Roversi, David Sims.

“I am very proud to be alongside amfAR once again and to contribute through Moncler to raising funds for the project ‘Countdown to a Cure,’ the aim of which is to find a cure for AIDS by 2020,” said Remo Ruffini, President of Moncler. “The progress that has been obtained in the fields of research, prevention and education thanks to amfAR reinforces my enthusiasm for our involvement in this incredible cause.”

Throughout the library, iPads were set up in stations, and information on each photograph was listed next to the most recent bidding price. The silent auction was also held on Paddle8, and all proceeds are donated to the foundation. The entirety of the invite-only exhibition was curated by French art director Fabien Baron.

“If you want to see what the top photographers are doing today, all of them together in one place: it’s all right here in more than thirty distinct images freely interpreting the Moncler jacket,” said Baron. As the crowd moved from one image to the other, guests mingled in discussion of what each image meant—to them, Moncler, and the world at large. And approprietly so, themes of love and emotional relationships were the common threads of the exhibition.

“Remo Ruffini and Moncler have generously supported amfAR at our last three Cinema Against AIDS benefit galas during the Cannes Film Festival,” said Kevin Robert Frost, amfAR’s Chief Executive Officer. “We’re grateful to Moncler for involving some of the world’s best photographers in this outstanding project. In addition to raising funds for AIDS research, I hope that the ART FOR LOVE exhibition will inspire others to support amfAR and the fight against AIDS.”