Duck tales: Comics bring Moncler brand to life

France – To celebrate 60 years of trading, French luxury outfitter Moncler will take customers on a tour of its history through six web-based comics.

The MonDuck character has appeared on Moncler tags since the 70s. Now the first comic features him scaling Himalayan peaks in homage to the company’s early years as a utilitarian outdoor outfitter. Forthcoming comics will feature MonDuck’s adventures from later decades.

The comic combines a retro narrative style, familiar to Tintin readers, with animated graphics. The mix fits with the company’s overall approach, according to Moncler president and creative director Remo Ruffini. He told Women’s Wear Daily that the company was ‘a modern and contemporary brand, but loyal to our history of explorations and technology’.

Calling attention to the brand’s outdoor history taps into consumers’ desire for old-fashioned craftsmanship, while the MonDuck character personalises the logo. See our Revivalism macrotrend for more on how brands can evoke folk authenticity.