FASHION.HYPE: MONCLER GENIUS COLLABORATES WITH JONATHAN ANDERSON

Moncler is the brand everyone wants to be friends with

03.02.2020

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Jonathan Anderson, Rimowa and Mate.Bike are three entities you probably didn’t expect to read together in one sentence over your morning coffee, but thanks to the Moncler Genius project - it’s happening. Adding even more names to its series of collaborators, Moncler Genius was introduced in 2017 as a diffusion project that instead of working in biannual seasons would offer hype collaborations and a series of random drops. A relatively new retail model, Moncler evolved with its social media-fuelled consumer and it continues to live up to its 'genius' title. Anderson is the newest designer to be added to its roster, following collaborations with Craig Green, Richard Quinn and Matthew WIlliams of 1017 ALYX 9SM in recent months. Anderson will be picking up where Valentino’s Pierpaolo Piccioli left off, who in two drops delivered casual couture with colour blocking puffer dresses that were unmissable for anyone who has Instagram.

But what does all this really mean? Moncler’s chief executive, chairman and main shareholder Remo Ruffini took over the near-bankrupt brand in 2003 and has since transformed it from skiwear to all-wear. By eliminating its spring/summer, autumn/winter biannual seasons and instead offering a series of drops and collaborations, the brand has managed to stay relevant as well as capturing a wider audience. Working with the likes of Simone Rocha, Poldo and Palm Angels, Moncler has put its puffer stamp on high fashion, dog couture and streetwear, and has thus garnered interest from a multitude of customers.

"MONCLER HAS PUT ITS PUFFER STAMP ON HIGH FASHION, STREETWEAR AND EVEN DOG COUTURE."

Adding to this line-up of collaborators is luxury travel brand, Rimowa. Unveiling a “bold new travel concept” named Moncler Rimowa Reflection, what exactly will be on offer is not yet known, but according to the press release it will go beyond a physical collection and showcase “novel innovations in technology, connectivity and community in the digital age… giving people the opportunity to communicate and connect with the world.” The collaboration will be revealed at Milan Fashion Week on February 19th, along with the brand’s work with Mate.bike, a Copenhagen-based eco-bike company. Through this partnership Moncler hopes to establish its ability to prove its heritage and fundamentals as an outdoor brand as well as a pioneer of functionality, by producing an electric bike that tests “the boundaries of conventional commuting and personal expression.”

Working with the luxury luggage label and electric bicycle company is the first time Moncler has stepped into lifestyle, but with the rate at which it’s moving and the success it’s finding, we’re struggling to think of what Moncler can’t do.

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