Courtesy: Moncler

As under-the-radar as she may be, Alicia Keys stays busy. The the 15-time Grammy Award-winning singer and producer has been named an official personality and curator of Moncler‘s new digital and collaborative ambition, the Moncler Select Project.

This project seeks to be a digital service on the Italian luxury fashion brand’s website where celebrities from the realms of entertainment, fashion, sports and business will be selected to showcase handpicked, shoppable editorials from Moncler’s collection.

Set to launch on December 20, Keys’ selection is named “A Day in NYC,” immersing themselves in the mood and feeling of New York City while viewing’s Keys’ selects frrom the collection, all while being serenaded by her new album Keys.

“We are constantly exploring new and better ways to serve our customers,” Remo Ruffini, Moncler chairman and chief executive officer said in a statement. “Especially focusing on creating unique experiences that build long lasting relationships with them.”

Alicia Keys performs at Moncler MondoGenius Castello Sforzesco on September 25, 2021 in Milan, Italy. (Photo by Daniele Venturelli/Daniele Venturelli/Getty Images for Moncler )

Keys’ and Moncler’s collaborative relationship stems back to September of this year, where she was picked to host the Moncler Mondogenius presentation in Milan, a digital experience across five cities presenting the brand’s new collection.

Throughout the next year, Moncler will host additional events such as the one hosted by Keys, with a mission seeking to enhance engagement with its community through digital formats.