Moncler invited people to “expect the unexpected” – and that’s exactly what the presentation of Moncler Genius during London Fashion Week delivered. More than 10,000 people watched the event, where fashion, sport, art and culture met.
The Italian luxury brand, known for its puffer jackets, took up the entire space of the Olympia London exhibition center and created mini-worlds to showcase each “co-creator” collection – from Adidas Originals to Pharrell Williams and Palm Angels. Also on display were Roc Nation by Jay-Z, Mercedes Benz, Salehe Bembury, Frgmt and a special exhibit by Rick Owens.
“The Art of Genius” was announced as “Redefining the Year of Genius” to showcase all creators, concepts and collections for 2023 under one roof. Choosing the exhibition center as location for the presentation allowed the brand to reach out to the public invite you into their universe with an immersive and inspiring exhibition full of fashion, live performances and even a foam party.
“When we launched Moncler Genius in 2018, our goal was to re-energize and share with ever-new communities while pushing beyond fashion industry conventions and collaborating with exceptional talent to create something entirely new and unexpected said Remo Ruffini, Chairman and Chief Executive of Moncler.
Moncler with superlative collaborations in London
Each of the cooperation partners was assigned their own area. Adidas Originals presented a padded collection of models climbing an outdoor scaffolding wall. Inside, visitors stepped onto a conveyor belt amidst a gigantic digital glacier accompanied by fog, freezing air and sounds of nature.
“Basically, The Art of Exploration is about going fearlessly into the unknown. Our collection explores the boundaries of the present – from city streets to mountain peaks – to create a new context,” said Stefano Pierre Beruschi, Senior Design Director, Culture Collaborations and Partnerships at Adidas Originals. “The immersive Event is an extension of that vision – playing with the senses to engage guests with an experience that is inspiring and outside of the norm.”
Pharrell Williams, the newly appointed creative director of Louis Vuitton Men’s, used a natural landscape for his “Art of Terrain” concept. Visitors strolled through a surrealistic glamping site with squishy moss underfoot and glowing trees, while the models wore a range of Moncler looks that emphasized functionality. The models featured detachable pockets and sleeves, as well as zippers that turned trousers into shorts. There was even a picnic blanket that doubled as a cloak.
More Pharrell Williams collaborations:
“The Art of Terrain is about noticing the world around you and being inspired to create something beautiful. If you allow yourself to be open, you can find inspiration in almost anything,” Williams said of his installation.
Palm Angels kept things fun with a foam party that wouldn’t be out of place in Ibiza either. However, the brand used the foam to symbolize Moncler’s affinity with snow. The space offered visitors the chance to try on a white parka to dance through the “snowy beaches and rolling desert clouds.”
The Moncler x Palm Angels collection, due out later this year, continues Francesco Ragazzi’s fascination with vintage and ‘Americana’, offering a ‘post-preppy feel’.
Shoe designer Salehe Bembury shows ready-to-wear
For ‘The Art of Elements’, Salehe Bembury focused on a rock monolith engraved with the designer’s rippled grain print. He turned and moved in the light of the sunset. This was Bembury’s artistic take on the cohesiveness of things and offered a new take on the outdoor explorer’s uniform for his ready-to-wear debut. Pieces were based around earthy, muted tones, utility vests with added pockets, and an update of Moncler’s signature trail grip sneaker.
“’The Art of Elements’ is an exploration of color palette, form and purpose. Having spent a lot of time in the wild, I have developed a deep appreciation for nature and the elements it brings with it. The Art of Elements is an exploration of the energy spectrum these elements provide,” explains Bembury.
Moncler Genius at London Fashion Week
Apart from fashion, Moncler Genius also presented innovations such as baby-like robots outfitted with puffer jackets by Fragment designer Hiroshi Fujiwara. The “Art of Love by Frgmt” concept was conceived as a “peep show of the future” where the audience rotated around the room and peered into the room through windows to observe models wearing matching puffy jackets and vests with houndstooth and floral patterns and played with the “Lovots” robots like they were babies.
Roc Nation by Jay-Z enabled the audience to become the creators and part of the interactive orchestra with its concept “The Art for All”. Guests were invited to record their own unique sound, which was mixed live by the producer in the center of the room to create an “emotion-centric experience – because genius lives in all of us,” the brand explained.
For the Moncler x Roc Nation by Jay-Z collection, pieces were conceived as modular elements, with a limited color palette of off-white, khaki and black tones and pops of bright orange.
Sweet Dreams with Rick Owens
One of the most impressive rooms was created by Moncler together with Rick Owens. The models circled around a temperature-controlled, soundproof, interactive sleeping pod that allowed two people to immerse themselves in Owen’s vision, away from the pulsating music and light show. Amidst the fog, the models presented the capsule’s long, quilted silhouettes. Pieces include blousons, puffers, extra long coats, skirts, shorts and tops.
“‘The Art of Design’ evolves the concept of the aesthetic bubble of our last collection with Moncler: into a personalised, quietly considered and introspective bubble as a bespoke sleeping pod – with clothes to match,” Owens commented on his pod.
Moncler unveils partnership with Mercedes-Benz
The highlight for most, however, was Mercedes-Benz’s silver “monster car,” affectionately dubbed “Project Mondo G.” The production of the silver behemoth, which was presented as a moon buggy in a star dome with dancers floating in the air, took more than a year.
The collaborative artwork is Moncler’s first automotive partnership, pairing the Puffer with a Mercedes-Benz G-Class SUV. The cart has quilted puffer tires, a giant center zipper and a high-gloss reflective finish.
“The collaboration with Moncler has inspired us to create a truly iconic sculpture on wheels – a very bold design statement: our Project Mondo G,” said Gorden Wagener, Chief Design Officer of Mercedes-Benz Group AG. “Based on our ‘Sensual Purity’ design philosophy, this work of art combines extremely contrasting shapes and surfaces: shiny spaceship materials with a used patina look; the strong geometry of the G-Class with the organic shapes of the Moncler puffer jackets.” “Two powerful luxury brands offer an extraordinary new experience by merging the automotive and fashion worlds in one piece. Due to the oversized and exaggerated design language, it is a polarizing way of setting new impulses and trends.”
Moncler is on fire
There was also a live performance by Alicia Keys, who sang hits such as “This Girl Is On Fire” and “Empire State of Mind” in front of a dynamic light show backdrop. All performers also wore designs from the upcoming Moncler x Alicia Keys collection, which the singer describes as “cool, laid-back, 100 percent New York – inspired by late ’90s streetwear but with a twist.” The collection will be launched on March 23rd.
“Since day one, Genius has been a promise of continuous development. Yesterday we underlined this promise again. In London we presented a vision that expanded our universe of fashion collaborations into a platform of co-creation across different industries,” Ruffini added. “We saw different sectors coming together, expressing themselves and creating a language that defined a new way to experience the brand: music, design, art, entertainment, sport and fashion have brought together their unique codes and their energy, creating unforgettable moments for our communities. This is Genius.”
The event was also attended by celebrities such as Lewis Hamilton, Serena Williams and Hailey Bieber. In addition, all guests received an NFT designed by digital artist Antoni Tudisco. Each NFT grants early access to future Moncler Genius collections.
This translated post previously appeared on FashionUnited.uk.