Moncler taps 10 designers for the third edition of its Genius initiative
All 10 collections will be unveiled on 20th Feb during Milan Fashion Week.
The third instalment of Moncler Genius will be unveiled on 20th February during Milan Fashion Week. 10 designers are expected to show their collections through video installations.
Two new names – Richard Quinn and Matthew Williams, will join the existing eight designers – Valentino’s creative director Pierpaolo Piccioli, Japan’s king of streetwear Hiroshi Fujiwara of Fragment, Sergio Zambon and Veronica Leoni for Moncler 1952, Sandro Mandrino for Moncler Grenoble, Simone Rocha, Craig Green, Palm Angels Francesco Ragazzi and Poldo Dog Couture.
Of the new designers, chairman and CEO Remo Ruffini says, “I added two new creatives with the aim to extend the action sphere. Both the two new designers are excellent talents with a distinctive aesthetic.”
Quinn made headlines for having Queen Elizabeth as his guest of honour while Williams is the up-comer who has collaborated with Kim Jones, Virgil Abloh and the late Alexander McQueen, dressed Lady Gaga and Kanye West.
The Italian label kickstarted the Genius initiative last year by inviting eight distinctly different designers to re-interpret its DNA. “Creativity and multiplicity is the driving force of Moncler and Moncler Genius is a natural evolution of the brand,” explains Ruffini.
The novelty of the concept did not stop at just passing the design baton to high profile designers. An innovative retail concept that Ruffini calls “a new vision beyond the seasons” ensured that a brand new collection hit stores on a monthly basis.
“Moncler is committed to creating a community based on shared values, quick and emotional interactions and unique experience through all touchpoints.” The change was engineered to keep pace with the short attention span of the millennials who make up “an important part of the audience”.
Also vital is the continuity in dialogue with consumers which explains for why Ruffini chose to add, rather than to replace, his roster of designers. “Communication and engagement rules have changed and above all, the young generation wants a continuous and true relation with the brand.”
True to the house’s motto of ‘one house, different voices’, Ruffini intends to stay ahead of the competition by being “flexible”.
“This is what the Moncler Genius project is all about.”