MONCLER’S CHAMP: Moncler continues to highlight its links with performance and sports through its Grenoble division, which has found a new global brand ambassador in Lucas Pinheiro Braathen.
The 24-year-old Brazilian Norwegian alpine skier — who in 2023 took home the gold medal in the men’s slalom at the 2023 FIS Alpine Skiing World Cup — is to be outfitted by Moncler Grenoble for training and rehearsals.
The professional skier is set to compete in the upcoming FIS Alpine Skiing World Cup kicking off in Austria this weekend.
“My inspirations dared me to pursue the dreams people called me crazy for. Becoming a Moncler Grenoble global brand ambassador is my chance to become that source of inspiration for others, in a partnership that transcends sport and fashion to always push for the best, no matter how big your dreams are,” Pinheiro Braathen said.
Known for his sports accomplishments, as well as for his off-duty style that is well documented on his Instagram profile, where he counts 194,000 followers, Pinheiro Braathen joins a roster of other global athletes in the role. They include Xuetong Cai, Perrine Laffont, Richard Permin, Alex Hall and Shaun White.
Moncler Grenoble fall 2024 ready-to-wear collection in Saint Moritz.
Giovanni Giannoni/WWD
In 2022 Moncler rebooted Grenoble as the brand’s “high-performance” component shining a light on its advanced technology. The brand is flanked by the fashion-forward Moncler Genius and lifestyle Moncler Collection.
Last February Moncler Grenoble held a runway event and brand experience amid the imposing Swiss Alps in Saint Moritz, parading its fall 2024 coed collection in front of the likes of Anne Hathaway, Willow Smith, Kate Moss, Shaun White, Hwang Minhyun, Nina Dobrev and Olivia Palermo, among others.
Moncler Grenoble owes its name to the city that hosted the Olympic Games in 1968, when the brand was the French national ski team’s official supplier. The first Grenoble collection was presented in New York in January 2010 during the city’s fashion week.
