Moncler‘s adventure began in the winter of 1952 on the mountains of Monestier-de-Clermont. Seventy years later, the brand has a creative journey that has faced all the challenges of modern outerwear. It all starts from the mountains, where everything began, and which has become a symbolic and challenging element that encourages pursuing ever more ambitious dreams. Moncler RE/ICONS is the project where the brand’s history meets the future, transforming the past into iconic pieces that symbolize an era.
This year, Moncler reinterprets an iconic piece from its archive. Last year, it was the turn of the Maya jacket, also on the occasion of the brand’s seventieth anniversary. This year, we go back to 1954 with the Moncler Karakorum.
There are three reeditions of the Moncler Karakorum down jacket this year, and the name is inspired by the homonymous mountain range in Asia. The first version was worn by Achille Compagnoni and Lino Lacedelli once they reached the summit of K2 in 1954, becoming an emblem of quality in terms of technicality and warmth. The new Moncler Karakorum models will be available in selected boutiques and on moncler.com from today, September 14, 2023.
With Milan Fashion Week just around the corner, we suggest five short films to watch. Some are more famous, while others are more niche, but they all share the same goal: to discuss creativity through a medium that combines fashion and cinematography. From Luca Guadagnino for Salvatore Ferragamo to Beniamino Barrese, the director of Radical Etro, the documentary in which Marco De Vincenzo narrates his work as a creative director. There’s also a short film directed by Autumn de Wilde for Prada dating back to 2017. As mentioned earlier, we will also review two smaller projects: Body.Confy.Dance for Fantabody and Milan is Burning! directed by LEONE. Let’s take a look at them all.
RADICAL ETRO, directed by Beniamino Barrese
The first project we want to talk about is RADICAL ETRO, a short film lasting about twenty minutes that follows the creative director of the Italian fashion house, Marco De Vincenzo, in the days leading up to the Autumn/Winter 2023 runway show. It’s a sincere and realistic story that reflects the thoughts and emotions of the creative mind, filled with doubts and uncertainties. Directed by Beniamino Barrese, it’s a self-portrait that delves into the emotions of a man forced to grapple with the expectations of many people.
body.confy.dance directed by Enea Colombi
Moving on to a project from 2019, Body.Confy.Dance. Directed by Enea Colombi and created for Fantabody, a brand we’ve already discussed here, this short film is a tribute to movement, dance, and above all, the human body. These elements are nothing but a highly effective form of communication that, on screen, under the creative direction of Carolina Amoretti, harmoniously come together for a captivating result.
The Elevator – The Postman Dreams 2, directed by Autumn de Wilde
The Elevator is the fourth episode of Prada’s The Postman Dreams 2 short movie series, produced in 2017 for the holiday season. All episodes were written and directed by American filmmaker Autumn de Wilde. A delightful throwback featuring actors Elijah Wood and Natalia Dyer, this piece brings uncommon atmospheres to the stage, inspired by desire and pleasure. The true star here is the Prada Galleria, a common thread throughout all the episodes.
Milan is Burning! directed by LEONE
LEONE, the director of Milan is Burning!, takes us to a safe place: the ballroom. Nominated in the Best Documentary category at this year’s Milan Fashion Film Festival, the short film tells a profound story about the ballroom scene, which emerged among LGBTQ+, Latina, and Black communities in the ’70s and ’80s. It goes beyond performance, conveying a deep narrative through dance, recounting the story of those who lacked a space for self-expression, freedom, communication, and performance.
Salvatore Ferragamo SS21 Advertising Campaign directed by Luca Guadagnino
We’re still in Milan, and the protagonists of this short film created for Salvatore Ferragamo’s advertising campaign are Mariacarla Boscono, Maggie Cheng, Jonas Glöer, Samer Rahma, and Anok Yai. Directed by Luca Guadagnino, watching this short film exudes the typical atmosphere of Italian director’s films. Inspiration is drawn from Hitchcock’s cinematography, all conceived in collaboration with the creative director of the time, Paul Andrew.
We flew to Berlin for the launch of Stories, a new section of Zalando in collaboration with Highsnobiety. The project aims to become a new hub of inspirational content, designed to intrigue and engage customers by capturing their attention. The target audience is well defined and the products enhanced in the context of this section.
For the launch, Zalando also involved Charli XCX, Sega Bodega, singer and music producer, Taiga Sato – visionary hair stylist – and Misha Todirascu, floral designer. Four very different creations intertwined with performances and DJ sets by DJ Aya and Saint Cabocio.
The intention of this launch is to inspire with engaging and inspirational fashion stories for those who want to elevate the way they shop on Zalando. Each week, the feed will feature content created in collaboration with young, emerging but also established voices who are shaping the new generation of creatives at work in the fashion world.
The Forum Mod is a shoe born from the desire of reinventing an Icon, the Forum. A shoe symbol of the 1980s that athletes in the likes of Michael Jordan have worn and embraced. Its silhouette reflects its ability to adapt to many styles, including Normcore and Skatecore, as we will see in some shots that we have selected to tell the story of the shoe in Milan.
A design that continues to amaze us as it evolves, and it pairs well with clean fits featuring simple lines. Just a tank top and beige pants are enough to highlight the sneaker and elevate the look. All of this is thanks to the details that bring the shoe’s silhouette up to date, including the serrated Three Stripes – this time on a mesh background – and an elongated heel, which, together with the high midsole, makes the Forum Mod unique in its kind.
In Andrés Juan Suarez‘s shots, soaked in suggestions typically linked to skate culture, the shoe fits perfectly with the look worn by Davide Maestrutti, who is comfortable both on a BMX and ready to pick up the skateboard at any moment, as in the case of the images involving Antonio Rinaldi. Practicality and a unique effortless coolness accompany the Forum Mod in Walter Coppola‘s shots, telling a clean style close to Normcore on Matteo Andreini and Antony Nano.
Today marks the beginning of Milan Fashion Week, and in contrast, we went to Zurich to learn more about sustainable production and celebrate FREITAG’s 30th anniversary. Since its inception in 1993, FREITAG has been reusing truck tarps to create bags, backpacks, and small accessories. Our journey has taught us a lot about sustainability, offering several surprises we want to share with you.
Let’s step back almost 30 years ago. Markus Freitag was shopping in one of Switzerland’s most popular supermarkets and came across a very familiar item. It was none other than an imitation of one of the first bags designed by him and his brother, Daniel. Instead of FREITAG – which means Friday in english – another word was displayed: Donnerstag, Thursday, in German. This moment left a lasting impression on the two brothers, who eventually negotiated an agreement preventing the supermarket chain from producing any more bags named after days of the week in German.
The Copy of the Copy
Today, on the occasion of FREITAG’s 30th birthday, the company decided to pay homage to the copy with another copy of the copy. Drawing inspiration from the supermarket chain, the Swiss brand organized Settimane Donnerstag from September 19 to 30 at their Zurich Flagship Store. Designer Leandro Destefani came to the rescue by designing a genuine supermarket, repurposing many elements from secondhand merchandise platforms.
Among the vegetable displays, refrigerators, and a checkout counter with a conveyor belt, you’ll find the Donnerstag F13-D COPY CAT messenger bag. They are all blue and available in the store near a special location for the two founders, the Hardbrücke Bridge, the birthplace of the first FREITAG bag. In the store, we also had the opportunity to see and touch the first sample, preserved at the Museum für Gestaltung in Zurich.
FREITAG Doesn’t Follow Trends
FREITAG is not interested in following trends or competing with other brands. Instead, it pursues a very specific mission that has little to do with the fashion system as we know it. After thirty years of producing unique bags made from recycled materials, the brand remains committed to the environment. The new goal is circularity, promising to keep materials used in production in circulation for as long as possible. This mission has gradually transformed into a desire to close their production cycles in the not-so-distant future. But we’ll get to that later.
One of the most interesting aspects of FREITAG’s production process is how the brand’s designers approach model design. On one hand, the priority is to use as much material as possible while minimizing waste. On the other hand, there is also a desire to create functional combinations. After selling the bag in flagship stores, franchises, or online stores, FREITAG also guarantees a repair service. But that’s not all; one of the brand’s most interesting projects is undoubtedly S.W.A.P. – a Tinder-style exchange platform – which allows FREITAG bag owners to exchange their product with others. The company took inspiration from the world’s most famous online dating platform to make the entire process more fun and interactive. At this link, you can make matches and express interest in a bag, waiting to be matched in return. All of this ensures an interactive and certainly circular experience for FREITAG customers.
Sustainability and Circularity
As mentioned earlier, when discussing FREITAG, we also touch upon the themes of circularity and sustainability. Since 2021, FREITAG has been considering developing a recyclable truck tarp in collaboration with other industrial partners. There are already two prototypes undergoing their initial testing, designed to close the loop on the brand’s technical materials. A circular economy-proof backpack is also on the way, made from a single raw material but without truck tarps.
All parts of the backpack are made from a single material: polyamide 6, and the launch, most likely, will come in the spring of 2024, accompanied by a repair and return program. This also applies to FREITAG’s CIRC-CASE, officially the first product designed for a circular economy. The curiosity of this product lies in the raw material used: discarded ski boots.
What We’ve Learned from This Journey with FREITAG
FREITAG’s announcements for its 30th anniversary are numerous, but the focal point remains the commitment to sustainability and a future focused on closing the production cycle, aiming to become truly circular. This ambitious goal opens up a broader conversation about sustainability, undoubtedly one of the most debated topics in recent years. FREITAG’s example, especially in such a frenetic time for the fashion world, forces us to consider environmental issues from a new and innovative perspective. Ideas like S.W.A.P. and the pop-up store modeled after a real supermarket show us how creative and sustainable reuse and marketing can be. This reflects throughout the production cycle and opens an honest and constructive conversation, not only for FREITAG customers but also for fashion enthusiasts.
