Actor and producer Arnaud Binard stars in Moncler's Autumn/Winter 2024 campaign. Here he sits down with Gentleman's Journal to discuss his new role
Words: Zak Maoui
You probably recognise Arnaud Binard for his role in one of the biggest shows to ever grace the small box. The French actor and producer plays Laurent in Emily In Paris, Netflix's big guilty pleasure. But he's much more than that and has had roles in a plethora of French programmes from Sous Le Soleil and Quartier des Banques, and is one of France's most-loved actors. Binard, who grew up in Seignosse-le-Penon, near Bordeaux, also heads up broadcasting production company Atelier K-plan, through which he produces his own programmes.
And now he's taking on a new role, that of Moncler frontman. Binard has been tapped to front the French label's Autumn/Winter 2024 campaign, which sees a gear shift for the brand. The new season reinterprets classic and sophisticated menswear in modern, easier-to-wear fabrics. Across a line up of shirt jackets, vests, parkas, field jackets and knitwear, the signature Moncler nylon is elevated through accents of finest leather and suede. A refined and neutral colour palette sticks to greys, ivories, beiges, tobacco brown, and perennial navy blue. And Binard, alongside his daughter Maya Rose Binard, wears it all.
And while often brand-celebrity endorsements don't always make sense, this is a partnership that really does. "I was lucky enough to ski every winter at Le Club Alpin Français in Chamrousse when I was a kid," Binard tells Gentleman's Journal. "My mother was a great skier and she taught my brother and I not only how to ski but how to behave in the mountains, and more widely in the wild. I remember following her red Moncler jacket riding on the white slopes amongst the trees of Roche Beranger all my youth. We were always behind her trying our best to keep up. She was free and strong. At the time, we would look up to the French team and they would wear their Moncler outfits too. We were dreaming. One day we would be tall enough and good enough skiers."
As a Frenchman, Moncler has always been a brand that Binard has looked up to. "The legacy of the brand, its values and its universe mixed with an unrivalled consistency in high quality, innovative, and original items" made him want to be a part of it, he explains. "The spirit of the brand perfectly suits my lifestyle. From the mountains where I spend days and days or by the ocean where I live, to metropoles where, as an actor, I am to go for professional purposes and am lucky enough to enjoy time in beautiful art places or more core locations such as shooting sets, the upcoming Moncler collection is an everyday go to."
Binard's parents were both sports teachers, and so it has been in his bloodline to be adventurous. He grew up surfing on the shores of the west coast of France, and now he spends as much time outside as possible. And for that Moncler is the perfect outfitter. "I felt so good in each item," he says. "The trouser cuts are a standout in my opinion. They're so easy to wear, and it feels like you're walking with wings."
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