MILAN- Moncler Genius is coming to London next February.
The brand announced on Tuesday that it had secured a spot at London Fashion Week on February 20 to unveil its next set of collaborations.
“London is a city where the world calls home, it’s a global community that champions diversity and creativity, and a natural destination for the next incarnation of Moncler Genius. The stage is set to give voice to a new roster of creative minds from all disciplines and spaces, each expressing a distinct interpretation of the Moncler world,” the company said in a statement.
Moncler did not reveal the location of the Genius event in the British capital or the names of the collaborators, although Moncler chief executive Remo Ruffini hinted at new developments at a market day of capital last May, claiming that Moncler Genius could also be about “art”. , music, movies, sports”, in addition to fashion.
The move to London suggests renewed ambitions for the Moncler Genius project, following the recent focus on the Moncler and Grenoble brands, the latter focused on skiwear and technical wear, and the acquisition last year of the brand from upscale Stone Island street.
Earlier this year, however, Ruffini’s decision to put more emphasis on these brands and adjust Moncler Genius’ strategy was one of the reasons the company’s shares fell nearly 6%. in a single day in early May.
The brainchild of Ruffini, Moncler Genius was introduced in 2018, attracting a wide range of designers and creatives over the years, including Richard Quinn and Matthew Williams of 1017 Alyx 9SM; Pierpaolo Piccioli; Simone Rocha; Craig Green; Fragment Hiroshi Fujiwara; Francesco Ragazzi of the Palm Angels; Rick Owens and Jonathan Anderson, among others.
The company has held one Genius event a year since 2018, usually in February, inviting designers to interpret the brand’s iconic puffer jackets with their own unique sensibility.
In 2021, the brand added a new layer to the experience by presenting its collections in September through a digital activation in five cities – New York, Milan, Shanghai, Tokyo and Seoul – and through the vision of 11 designers, in a single show hosted by 15-time Grammy winner Alicia Keys.
This year, Moncler celebrated its 70th anniversary by launching a 70-day program of global celebrations with a performance in Milan’s Piazza del Duomo at the end of the city’s Fashion Week in September.
As noted, February’s London Fashion Week is shaping up to be a lively affair, and the Moncler Genius event should add fuel. From February 17-23, the showcase is headlined by Burberry, with Daniel Lee debuting for the house on February 20.