- Alicia Keys provides the voiceover and unreleased original music for Moncler’s campaign film, “New York in Moncler.”
- The campaign promotes a citywide public retrospective exhibition running September 9–13, 2026, leading to the launch of Moncler’s largest global flagship store on Fifth Avenue.
- The project extends Keys' relationship with the brand following her co-designed 2023 Moncler Genius collection.
- The partnership lands alongside major career milestones for Keys, including earning her 17th Grammy Award and expanding her worldwide representation.
Italian luxury brand Moncler has released a new campaign film titled “New York in Moncler,” narrated by 17-time Grammy Award winner Alicia Keys. Released on September 3, 2026, the short film features Keys narrating a tribute to New York City set to her own unreleased music.
The campaign introduces an open-air retrospective exhibition running from September 9 to 13, 2026. Taking over city subway stations and billboards, the showcase culminates inside Vanderbilt Hall at Grand Central Terminal.
The exhibition celebrates Moncler’s 20-year history in the metropolis and marks the opening of its largest global flagship store on Fifth Avenue.
This project deepens an existing creative relationship. In 2023, Keys designed the Moncler x Alicia Keys capsule collection under the Moncler Genius platform, inspired by 1990s Manhattan streetwear.
Moncler has a long history of spotlighting cultural icons in New York. The brand featured screen legends Robert De Niro and Al Pacino in its 2025 “Warmer Together” campaign, partnered with director Spike Lee, and dressed actress Sarah Jessica Parker in custom outerwear.
The campaign arrives during a major career stretch for Keys. In 2025, she won the Grammy Award for Best Musical Theater Album for her Broadway musical Hell’s Kitchen and received the Dr. Dre Global Impact Award, bringing her career total to 17 Grammys.
Alongside running her lifestyle brand Keys Soulcare and serving as an ambassador for Mercedes-Benz, Alicia Keys signs with CAA for worldwide representation to expand her touring and commercial ventures.
Moncler’s campaign highlights how luxury European fashion houses continue turning to iconic stars for heritage storytelling. Just as Paris Hilton returns as the face of Karl Lagerfeld and supermodel Vittoria Ceretti fronts Ferragamo for Fall 2026, heritage brands rely on proven cultural figures to build authentic connections with city audiences.
Takeaways
By pairing Alicia Keys’ narration with unreleased music, Moncler taps directly into sonic branding rather than a traditional print campaign. Keys represents the sound and spirit of New York City, giving an Italian alpine outerwear brand immediate hometown authenticity as it opens its Fifth Avenue flagship.
Tying this narrative to an exhibition at Grand Central Terminal, the site of Moncler’s famous 2011 flash-mob runway, shows how high-fashion houses are treating their retail launches as cultural history rather than simple store openings.
For multi-hyphenate artists like Keys, scoring and narrating campaigns offers an effective way to stay front-and-center in luxury fashion while keeping the focus squarely on their musical artistry.
Will luxury fashion brands favor original music scores and voiceovers over traditional print modeling to drive engagement? Does Alicia Keys’ dual role as composer and narrator signal a growing trend of musicians demanding deeper creative control in luxury brand partnerships?
