Moncler kicked off Milan Fashion Week with the announcement of its “Genius” series, a co-created collection with big name partners and a new way of presenting.
“The concept of the catwalk show doesn’t exist anymore for us, it’s a new way of working from now on,” chairman & CEO, Remo Ruffini, told reporters at the venue.
Launching as a six day-long event at a warehouse in Milan, the series aims to respond to consumer demand to access fashion at a quicker pace by launching monthly collaborations available in the see-now-by-now model.
The seven inaugural collaborations include Valentino’s Pierpaolo Piccioli, British designer Simone Rocha, Kei Nimoiya (designer of Noir) and Craig Green. The new strategy will replace the Gamme Bleu and Gamme Rouge collections, which used to be designed by Thom Browne and Giambattista Valli, respectively.
At the Milan presentation, all seven collections were displayed in individual rooms, which allowed the chosen designer to create their own immersive experience. According to the brand, the Moncler Genius Building allowed for each different room to be devoted to a singular mind, which adds facets to the brand’s identity.
In Piccioli’s room, for instance, the designer worked with artist Sidival Fila to display artwork he believed linked to the sense of purity he infused in his collection.
For the following five days after the launch, the collections will be sold exclusively by a selected partner online retailer, before reaching wholesalers. At Moncler stores, each collection will have a month of focus from June onwards, with additional pop-ups launching from October onwards, according to the Business of Fashion.