Moncler Milan fashion week launched "genius" series invited eight designers in one breath
At the Milan Fashion Week on the evening of February 20th, Moncler's big show began with the new plan Moncler Genius.
Unlike the previous fashion shows with outstanding styles and themes, Moncler divided the show space into multiple spaces with a large silver screen suspended from the ceiling at PALAZZO DELLE SCINTILLE. One House (Different Voice) is a concept that showcases eight designers' new products.
The president of Moncler called this unique show "an unprecedented new approach." In its list of co-designers, there are eight fashionistas of different styles - Valentino creative director Pierpaolo Piccioli, famous stylist Karl Templer, Kawakubo's apprentice Ninomiya Mikai, designers Simone Rocha and Sandro Mandrino, current godfather Fujiwara Fujio, British designer Craig Green and designer of Palm Angels and Francesco Ragazzi of Moncler artistic director.
Around the Moncler's core product Down Jacket, the eight designers have joined their own iconic brand elements.
The first series "Moncler Pierpaolo Piccioli", designer Pierpaolo Piccioli recreated down jacket with a trumpet dress outline, bringing bright colors.
The Moncler 1952 series is dominated by high-saturation hiking apparel. It was originally created by the stylist Karl Templer and is named after the brand's founding year. Karl Templer appeared in the list of sexual harassment photographers accused by The Boston Globe a week before the conference. Moncler did not respond to the incident, but Templer's name disappeared from Moncler's designer list.
Sandro Mandrino, a designer who worked in brands such as Gucci, Prada, and D&G, created the most interesting Moncler Grenoble collection.
In the series, Sandro boldly used printing on climbing equipment to make it more lively. In addition, he also recruited nearly 50 models, let them lie on the snow, and then reflected by the mirror to the wall, turning the show into a fun art installation.
In the hands of the young British designer Simone Rocha, the Moncler down jacket line presents a romantic femininity. She used floral skirts with dark down jackets, embellished cherry blossoms on clothes, and added a fresh pink line, contrasting with the snow-covered rock background on the show floor.
Craig Green, known as the "ghost designer," has always exaggerated the design style, this time in the design of the down jacket is no exception.
In black and white, Craig Green made down jackets like airbags and the models were completely wrapped in down jackets. The exaggerated style was impressive.
Japanese designer Er Gong Qi brought a completely black world, and used two rows of relative standing models to create a strong visual effect. In the down jacket they are wearing, designers can see creatively adding leather-made flowers and knot knit elements.
The design of the trend godfather Fujiwara Fuji came from the hot street style in recent years. He transformed classic down jackets and tank tops, adorned with patchwork, embroidery and prints, paired with comfortable hip-hop sweaters and plaid shirts, and joined the Fragment iconic lightning logo.
Italian photographer Francesco Ragazzi is both the founder of the Tide brand Palm Angels and the artistic director of Moncler. He built a neon-decorated gift shop on both sides of the entrance to the show. Under the banner of “I'm so high†and “Make it rainâ€, new products were displayed on hangers.
According to plan, Moncler Genius's eight series will be listed on a monthly basis starting from June 15. Moncler's stores will also change style each month to respond to changing tastes of consumers more quickly.
In an interview after the big show, Moncler's CEO Ruffini said, “We must change†because people want to see new things every month or even every week. They no longer like to buy in March and September just like before. clothes. Moncler Genius is regarded as a new brand strategy adapted to the digital era, but Ruffini ruled out Moncler's possibility of “read-and-buy,†and stated that Moncler will not only focus on younger generations and digital clients because it only accounts for luxury goods. One-third of the market, "communicating with different generations" is what Moncler does.
Moncler's brand strategy changes began in November last year. It announced changes to the tradition of releasing new products twice a year in Milan and Paris. After the launch of the Spring/Summer 2018 series, the high-end fashion collection Gamme was cancelled by designers Thom Browne and Giambattista Valli. Bleu and Gamme Rouge, replaced by Moncler Genius.
Can the new Moncler Genius be worthy of abandoning the ten-year brand strategy as Ruffini hopes, and getting more people like it isn't easy to say. From the performance of the show this season alone, the way the eight designers exhibited together was indeed creative and successfully brought a lot of attention to the brand. Maybe just like the "Women's Daily" evaluation of Moncler Genius - genius? Not necessarily. But it is absolutely ingenious.
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