This dreamy fairytale campaign is everything. Moncler just released their latest campaign—a series of images that play on a fashionable reinterpretation of Hans Christian Andersen’s The Snow Queen—and it is, without a doubt, one of the most beautiful campaigns we’ve ever seen. Photographed by Annie Leibovitz, the campaign stars brother and sister duo Lucky and Pyper Smith, half of the family band The Atomics, as the tale’s heroes. Shot on-location in Iceland against a dreary backdrop, the story takes place among the waterfalls, rock formations, glaciers and icy beaches of the cold, barren wilderness.
The campaign tells the story of The Snow Queen through a series of shots featuring well-dressed protagonists and one dramatically-outfitted royal. The siblings play twins in the story tale narrative, who travel the world looking for adventure and magic before accidentally stumbling on the Snow Queen’s icy domain. After falling in love with Lucky, the queen whisks him away to her castle and robs him of all memories of his sister. Through the power of love the siblings find each other again and escape, leaving the frozen tundra behind and living happily ever after.
The remaining images will be released in August when the campaign debuts.