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Reengineering Moncler

 
Reengineering Moncler

Moncler Genius is the brainchild of the brand’s CEO and creative director, Remo Ruffini, with a singular focus – the down jacket.

For Fall/Winter’18, the storied brand, famed for its fashion-forward and high-quality down jacket, is introducing a new kind of showcase – Moncler Genius, a “runway” interpreted by eight designers. That is to say, Moncler has shuttered the Moncler Gamme Rouge and Moncler Gamme Bleu traditional runway shows for the new format.

Ruffini conceived Moncler Genius as a hub of exceptional minds working together to interpret the Moncler identity, essentially the down jacket. The aim was to keep the product at the brand’s focal centre with functionality at its core and the consumer as the addressee. As each designer materialises, dematerialises and/or rematerialises the down jacket, he or she breathes brand new energy into the Moncler universe and creates uniqueness to cater to the varied tastes of the consumers. Ruffini’s Moncler Genius has a Moncler for everyone.

Designers are expected to be shuffled and changed every season so we can look forward to a refreshed yet familiar Moncler.

We can start to see something new in Moncler boutiques every month from June.  Starting with Hiroshi Fujiwara for the first drop of the Fragment collaboration, Kei Ninomiya of Comme des Garçons label Noir in July and Craig Green in August. Come fashion months, there would be double drops of house label 1952 and Simone Rocha in September followed by Pierpaolo Piccioli and Francesco Ragazzi of Palm Angels in October. The season ends with Moncler’s performance label Grenoble, helmed by Sandro Mandrino, in November and the second drop of Fragments in December.

Of interest, Hiroshi Fujiwara’s Moncler Fragment sees the introduction of music into the Moncler universe. Best known as the godfather of Ura-Harajuku fashion and a global streetwear designer, Fujiwara achieved cult status with his interpretation of hip-hop music in fashion. He is also credited for popularising hip-hop in Japan. For Moncler Fragments, Fujiwara printed the word “Backstage” on Moncler jackets and interpreted the collection with an underground music and urban vibe.

With Fujiwara’s urban aesthetics receiving overwhelming nods from streetwear enthusiasts, the Moncler down jacket will definitely be infiltrating streetwear vocabulary with the Moncler Fragment collection.


 
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