Moncler’s debut at London Fashion Week will be a superlative event. Creative people from the fashion industry, the music scene and the automotive industry are also part of the party.
The event “The Art of Genius” will take place on February 20 at the Olympia London exhibition center and will showcase the Moncler Genius creators, concepts and collections for 2023 under one roof, the Italian fashion house announced on Monday. The collaborators, whom Moncler now calls co-creators, are musician Pharrell Williams, singer Alicia Keys, brands Roc Nation by Jay-Z and FRGMT, streetwear brand Palm Angels and shoe designer Salehe Bembury. With Adidas Originals and Mercedes-Benz, two German companies are also involved in the event.
Designer Rick Owens is also part of the event, but is not listed as part of the official line-up. The designer has been invited to attend the event and present the latest Moncler + Rick Owens collection, sources in Milan say.
Interactive installations and co-creations
Guests are invited to experience and explore the installations of the various creatives on site – from a glamorous campsite by Pharrell Williams to an interactive orchestra by Roc Nation by Jay-Z and Rick Owen’s futuristic bed. The Italian fashion brand also lets the public participate in the event. Interested parties can register for tickets on the brand’s website or attend the event via live stream.
With the staging, Moncler distances itself both from a traditional fashion show and from the previous collaboration model that was introduced with Moncler Genius 2018. The brand is now moving away from the established concept of collaboration – where design cues from two brands are brought together – and focusing on co-creations. According to Moncler, creations should be created that none of the brands would have pushed alone.