Moncler has debuted its first film titled “The Brand of Extraordinary,” narrated by Grammy Award-winning performer Alicia Keys, as it continues to reach out to and expand its community. The film, which covers the brand’s history since its inception in 1952, is currently available on Moncler’s social and digital channels.

The film is part of Moncler’s 70th anniversary festivities, which included an 18,000-person performance in Milan’s Piazza Duomo during Milan Fashion Week. The performance began with the prima dancer of Teatro alla Scala di Milano, Virna Toppi, and included 1,952 artists, each wearing a white Moncler Maya 70 jacket and signifying the founding year of Moncler.

You can view the film below:

Away from the film, the latest campaign – “Extraordinary Forever” highlights from the brand’s image archives to document the brand’s seven decades of pioneering alpine heritage. From Italian explorers on top of the world’s second-highest peak, K2, and the French ski team at the 1968 Olympic Winter Games in Grenoble, to a display at the Italian Stock Exchange to commemorate its listing.

The introduction of its Genius campaign with Japanese drummer prodigy Yoyako Soma, Moncler’s pinnacles, and the breadth of its far-reaching ideas are portrayed through fascinating visuals recorded around the world.

But they haven’t stopped there. Following the debut of Moncler’s short fashion film and the announcement of its Extraordinary Forever campaign, Moncler Maya 70, a limited-edition down jacket from the Italian fashion house, has just arrived too.