The 7 MONCLER FRAGMENT HIROSHI FUJIWARA collection of the Moncler Genius project reinterprets the concept of design to define a new standard: vintage, urban, military and tech references mixed with the unique sensitivity of a cultural subverter capable of rewriting any kind of rule, Hiroshi Fujiwara.

Functional garments with clean and simple lines, down jackets, field jackets, parkas, and outerwear characterized by enigmatic slogans including the self-referential FRAGMENT LOVES MOUNTAIN where the word MOUNTAIN stands for Moncler. The collection is completed by a Fujiwara reinterpretation of the iconic biker jacket thanks to the British brand specializing in leather garments, Lewis Leathers, embroidered bomber jackets embellished with a reproduction of the cover of the album Spirit of the Boogie by Kool & the Gang and sweaters with the coordinates of Fujiwara’s favorite restaurant in Paris.

There is no lack of accessories such as canvas bags and the collaboration with Converse where the classic Chuck 70 is declined a two colorway, black and white, with contrasting stitching.

The collection, which will be launched tomorrow July 2nd, will be celebrated with a phygital strategy, a hybrid between the digital and the physical, with local-global activations involving e-tailers, partners and wholesalers as well as tailor-made events reflecting local cultures.

In China, where the launch of the collection took place on June 30, a live streaming event was organized, which totaled 17 million views in just under two hours. The protagonists were local singers and actors who talked about the street culture that is the inspiration of the collection, moving from a Ramen Bar to a futuristic space mind a custom truck 7 MONCLER FRAGMENT HIROSHI FUJIWARA, moved from store to store serving street food.
In Japan, home of Fujiwara, the presentation took place through the production of a Japanese style film celebrating the collection in a more intimate way in a Ramen Bar.
This global tour will end tomorrow July 2nd in Europe with a live performance on IGTV presented by Moncler and MATCHESFASHION, where the famous British DJ Benji B will start the evening with a set in London and then pass the baton to Licaxxx in Tokyo and together they will go through the Urban subcultures that have always inspired Hiroshi Fujiwara’s work.