Moncler’s Stroke of “Genius”

MILAN, Italy — Moncler set the brand’s refresh button with a mega installation at Moncler’s Palazzo delle Scintille, introducing its “Genius” series of collaborations with a slew of different designers – and pieces trickling out each month. 

MONCLER FW18 presentation in Milan. Photo by Elizabeth Pantaleo for NOWFASHION.

Moncler recently ended its seasonal partnerships with Thom Browne and Giambattista Valli on its Gamme Bleu and Gamme Rouge runway lines.  

Valentino’s Pierpaolo Piccioli, Kei Ninomiya of Noir Kei NinomiyaCraig GreenSimone Rocha, Hiroshi Fujiwara of Fragment, Francesco Ragazzi of Palm Angels, stylist Karl Templer and in-house Moncler Grenoble designer Sandro Mandrino were among the first designers to kick off the monthly collaboration campaign expected to titillate a social media generation that demands immediacy and an abundance of choices.

The brainchild of Moncler CEO Remo Ruffini, “Genius” is a retail/marketing breakthrough, following similar formulas like the see-now-buy-now trend that shook up the industry in 2016. 

 Inside the museum space, small distinct worlds were covered in metallic curtains. Fashion shows and standing installations were staged in 7 separate “cells” where top fashion editors and influencers like Olivia Palermo eagerly awaited their turn to enter the various magical micro worlds.

MONCLER FW18 presentation in Milan. Photo by Elizabeth Pantaleo for NOWFASHION.

The runway show by Simone Rocha was a highlight – modern Japanese ski bunnies trekked through a white-capped mountain stage adorned with flamboyant black sunglasses and whimsical, ruffled dresses and Moncler down jackets — studded here and there with pearls and fashioned with Victorian-like lace. Pierpaolo Piccioli entertained guests at his exhibit where “pure” hooded mannequins donned floor-length dresses stuffed with Moncler’s signature down. Piccioli ran his fingers over the puckered couture like hems and intricate seams that reflected his couture work for Valentino.

The collections – which include jackets, knitwear, footwear, and accessories – will be sold at Moncler stores, online, and select partners by June. In October, Moncler will open Moncler Genius popup stores in major metropolises like Tokyo and New York. 


See MONCLER's full FW18 presentation here.