Moncler Genius is a new segment of the brand born in Grenoble that explores the concept of stylistic identity through a fresh and innovative approach.
“The next chapter”, presented last night in Milan in the middle of fashion week, is the second part of the project inaugurated last February and is told with an incredible art installation divided into five rooms, each one featuring huge screens that tell the collections created by the designers.
Then come five more collections that, added to the eight presented during the winter, go to cover the whole year.

Remo Ruffini, CEO of the brand, tells:

“We have chosen designers that are very different from each other because we have always been talking to different generations. The world has changed: the digital age has given us a new force. The consumer wants to have a less filtered, more direct and above all continuous relationship. This change in strategic direction is precisely the answer to this need, but it is also a desire “.

All video installations, bewitching and complex, have helped Moncler to show to the audience every little detail of its items that, on screen, were composed and destroyed in all their components.
The first one is by Simone Rocha, an explosion of petals scattered on the screen, Craig Green explores the comfort of his clothes with great freedom of expression, Kei Ninomiya proposed a 3D reconstruction. Finally, Hiroshi Fujiwara chooses to create an animation on the seasons, where jackets, plaid blazers and parkas are the great protagonists.

A different story and a very current way of telling it.