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Guests were urged to arrive early at the Milan industrial site that served as the stage for the Moncler Mondogenius presentation, as the digital experience was broadcast in five cities – New York, Shanghai, Tokyo and Seoul in addition to the Italian town – and indeed, it started quickly with a delay of just five minutes – a rarity during a fashion week. It wasn’t all virtual, however, as Grammy Award-winning Alicia Keys and actress and singer Victoria Song hosted the event live from Milan and Shanghai, respectively, and in conversation – though it was mostly scripted.
Moncler has unveiled the next roster of designers and brands working on the Genius Project, which range from returning JW Anderson; Veronica Leoni and Sergio Zambon for Moncler 1952 Femme and Homme, respectively; Sandro Mandrino for Moncler Grenoble; Craig Green; Moncler 1017 by Alyx 9SM, and Moncler Frgmt by Hiroshi Fujiwara, at the new Hyke entries; the angels of the palm trees; Dingyun Zhang, and Sweet Monster.
Huge screens all around the event space and behind the stage where Keys stood – and sang briefly – made for an immersive experience.
The event kicked off with a bang, as 12 paratroopers defied gravity over three wind tunnels in Shanghai at night, wearing Moncler Grenoble down jackets, which underscored the high-performance quality of the technical outfit.
Moncler CEO Remo Ruffini has long expressed his intention to further develop the brand in other categories, especially knitwear, and JW Anderson showcased his collection through a short film by director Luca Guadagnino at the Cineclub Il Cinemino in Milan, with the award-winning actress. Sophie Okonedo, who highlighted several original sweaters, such as a canary yellow design dotted with light blue circles.
Craig Green presented his collection at Milan Central Station with extreme, sculptural and architectural machine-like structures designed to fly, while Palm Angels paid homage to American style and vintage culture, as designer Francesco Ragazzi teamed up with award-winning filmmaker and visual artist Akinola Davies Jr..
Hyke was introduced by Japanese actress Anne and actor Sota Fukushi, and the show took place in the cyclic space of the atrium of the Telecom Center Building in Tokyo. The set, a huge snow dome, gave a nod to the brand’s mountain heritage, and giant sleeping bags, down jackets, glasses and accessories were all presented in black.
For Moncler 1017 Alyx 9SM, Creative Director Matthew Williams worked with artist and musician Teezo Touchdown, who debuted his new track “I’m Just a Fan” in a surreal video shot in New York City, s’ pressing Williams’ six inch nail embellishment. .
Mondogenius has managed to show the product – which remains the key to any brand – interpreted through the eyes of designers and artists. Ruffini isn’t the type to sit still, so who knows if he will decide to replicate the formula, but for a first experience, it was intriguing and entertaining.
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