Since 2017, the Italian juggernaut Moncler has been innovating through its Moncler Genius project. The principle: each season, creators with eclectic universes are invited to take on the artistic direction of one of the house’s many lines. A pharaonic project which usually brings together – apart from the pandemic – hundreds of guests during performance parades.
The health crisis has forced the brand to review its plans, and it is therefore in five cities, Milan, Shanghai, New York, Tokyo and Seoul, all linked by video, that the opus of this season, called Mondogenius 2021, has been unveiled simultaneously. In Milan, a hundred or so guests were summoned to the industrial area of the city, for a ceremony hosted by Alicia Keys. Supported from Shanghai by Chinese singer and actress Victoria Song, the American performer has successively introduced the 11 films accompanying the 11 collections of the season.
We found regulars of the exercise such as the American Matthew Williams with his brand 1017 Alyx 9SM and his fitted down jackets available in black and white or Jonathan Anderson and his colorful knits – with a film signed by the Italian director Luca Guadagnino. Also to be remembered is the line signed by the Italian brand Palm Angels, which skilfully remixes Californian skate culture with sunny prints. The Moncler 1952 feminine line, designed by Italian designer Veronica Leoni, features singer Solange, Beyoncé’s little sister, dressed in a long vaporous black dress. Among the newcomers, we note the futuristic Korean eyewear brand Gentle Monster or even the Japanese label Hyke with its sober and efficient pieces.
With this global event, bringing together the young guard of designers, Moncler intends to further extend its aura to young consumers. « With Mondogenius 2021, we were able to make this event accessible to all, as a cultural experience, welcomed Remo Ruffini, CEO of Moncler. The relationship with our customers becomes the one we have with a community. The choice of words is important, when we talk about a customer, we are referring to a transaction. Here, it is really a question of a relationship with a group of people passionate about what we offer creatively, therefore of a community. “