With The Art of Genius, Moncler ensures the show
If there is a date to remember for the next London fashion week, it will be this one.
In October 2018, the Italian brand Moncler launched Moncler Genius , an unprecedented program of artistic collaborations that would revolutionize the luxury industry. Daring to question a system that is a little too long-lasting, recognizable by the omnipotence of a creator and the unshakeable rhythm of the seasons, Remo Ruffini , visionary CEO of the house, thus intended to offer new creative and commercial perspectives to his company, by establishing at Moncler a new and sustained rhythm made up of ephemeral artistic signatures and collections in monthly drops. Bet won for the man who said at the time in an exclusive interview with L'Officiel Hommes “It's been three or four years already that I feel things are changing, and this, in a radical way. The luxury market is no longer the same, consumers expect something else, they want to be surprised, quickly, frequently. The breach was open, and the future did not contradict it.
Five years after its launch, as if to mark this anniversary with a second milestone, Moncler Genius is embarking on a new era by pushing the limits of creation even further, with the expansion of its talent pool to sector of art, design, entertainment, music, sport and culture. Far beyond the fashion industry stricto sensu. With The Art of Genius platform, which will be revealed next February 20 during London fashion week , the whole DNA of the initial project is shifting into high gear. An unprecedented live show is expected at the Olympia in South-Kensington, featuring the creations of an exceptional "line up": Alicia Keys, Pharrell Williams, Mercedes-Benz, Palm Angels, FRGMT, Adidas Originals, Salehe Bembury, Roc Nation by Jay-Z as well as Rick Owens will be present in the arena, to present their very personal vision of what it is to create with a capital C, through experiences and performances that announce memorable. The party will even be open to the public, tickets available and live broadcast with exclusive content, both by registration on www.moncler.com . From collaboration to co-creation, there will therefore be only one step here.
