Will Smith is Now the Face of Moncler

Luxury brand Moncler unveiled its latest campaign, Genius is Born Crazy, with Will Smith as its face.

The actor and producer, who appeared in Men in Black and I Am Legend, has never appeared in a fashion campaign before now.

The new campaign, shot by photographer Tim Walker, celebrates the “ability to envision things that are invisible to others and at first appear crazy.”

Smith will also appear in several videos, the first of which is called “Levitating,” on the brand’s Instagram Stories.