Italian clothing retailer Moncler SpA is celebrating its 70th birthday in style with 70 days of special events around the world. The kick-off will be a contemporary dance performance by French choreographer Sadeck Berrabah (Sadeck Waff) on Saturday evening in Milan, where the company’s headquarters are located.
An immersive exhibition The Extraordinary Expedition will tour to take the celebrations around the world, opening on October 5 on New York’s High Line before moving to London on October 12. It can be seen in Tokyo on November 1st and in Seoul on November 18th.
“In each city, Moncler’s finest moments are recreated through multi-sensory technology, the past, present and future through videos, historical archives and contemporary fashion heirlooms. The Chinese edition will be completely virtual, so guests can experience the exhibition directly,” Moncler said in a statement.
The centerpiece of the anniversary campaign is the brand’s Maya jacket, which was developed back in the 1950s. It will be available for women and men from October 1st in a limited redesign in 13 exclusive color variants and in a limited edition with a new logo – an infinity symbol enclosing the mountain peaks and the number 70.
There will also be seven new interpretations by designers Thom Browne, Hiroshi Fujiwara, Rick Owens, Pierpaolo Piccioli, Francesco Ragazzi, Giambattista Valli and Pharrell Williams, who have played a key role in shaping the history of the brand. Their creations will be gradually revealed in a series of drops beginning October 15th.
“From day one there was nothing conventional or ordinary about Moncler. Sometimes I wonder who would have thought that a sleeping bag designed in 1952 would reach the cities of the world as a down jacket, be worn by all generations, be seen on the catwalks and then be reinterpreted by various creative geniuses. From the very beginning, we have always pushed the brand and our ambitions to higher peaks,” commented Moncler CEO Remo Ruffini.
In addition, Moncler will expand its community and brand experiences in the Metaverse with the launch of seven Non-Fungible Tokens (NFTs). A series of NFTs have been designed by German digital artist Antoni Tudisco in collaboration with web3 solutions platform Arianee. The first NFT artwork is dedicated to the city of Milan and celebrates the 70th anniversary show, while the second is a platinum version of the new Moncler Maya 70 jacket. The remaining five NFT artworks are part of the Extraordinary Expedition, with a limited edition of 500 available in each city.
A global media campaign featuring archival and contemporary photos will highlight Moncler’s major milestones: from the snow-capped K2 to the Grenoble Winter Olympics and Paninari youth culture. The “Extraordinary Forever” campaign will be featured in international publications, outdoor advertising and digital ads around the world with dedicated showcases in key international cities.