MILAN, ITALY: Even a sudden temperature drop and drizzling rain didn’t stop almost 18,000 people from packing into Milan’s iconic Piazza del Duomo – and its surrounding balconies and terraces – last night to witness Moncler’s 70th Anniversary kick-off.
There really was no better way for Moncler to celebrate such a milestone than with the renowned design that keeps consumers returning season after season: the Maya jacket. And, in a grandiose display of repetition, this padded puffer – crisp white with a classic hood and thankfully filled with down-feather – was styled on a cast of 1,952 artists, representing the founding year of Moncler: 1952.
Opened by Virna Toppi, a prima ballerina from the (also iconic) ballet company Teatro alla Scala di Milano, 700 dancers packed into the main square in a striking performance which was 22 months in the making. International press were given a vantage point of a nearby rooftop which showcased the stirring power of unison en masse.
Speakers, which were located at the different viewing points, meant the harmonies of orchestra and choir reverberated around the square, with sounds hitting the buildings and echoing back around the space. As the rain fell, the majestic Milan Cathedral and hundreds and hundreds of dancing white figures before it, was truly a sight for the romantic at heart – electrifying and beautiful.
The vast 1952-person cast, moving as one, formed a final tableau before being showered by confetti.
This evening kicked off the beginning of an extraordinary journey, celebrating the ever-evolving 70-year history of Moncler, as well as its next chapter charged with the energy, ambition and a desire to continue searching for the extraordinary, now and forever.
“Last night in Piazza del Duomo, I witnessed the perfect portrait of the future of Moncler,” Remo Ruffini, Chairman and CEO of Moncler S.p.A. said via a statement.
“Tradition and innovation, key cornerstones of the brand, were united by the iconic Maya jacket – a design that keeps evolving in style and materials, thus, always remaining contemporary.
“We saw vigor in the execution and the uniqueness of an unprecedented performance exploring new territories in dance. There was a wave of emotion as we lived this experience together, and that moment was shared across the world through digital channels.
“And finally, what I am most proud of is that we gathered together all generations, and felt the strong energy coming from our communities. It is with them that we want to build our next 70 years. At Moncler we dream together, not alone.”
People of note in attendance were Pharrell Williams, Anne Hathaway, Alessandra Ambrosio, Colin Kaepernick, Elsa Hosk, Normandi, Shailene Woodley, Future and Maria Sharapova.