Moncler has always been a highly anticipated player when it comes to Milan Fashion Week, but never more so than in recent years, following the Italian labels introducing its Moncler Genius initiative in 2018. The project was created with the aim of inverting the tradition of appointing one creative director to lead a brand by instead enlisting a roster of creatives from across the world to each design their own collections. Rather than releasing seasonal ranges and sticking to the traditional fashion calendar, collections are dropped on a rolling basis—many of which sell out immediately upon release. But just because Moncler doesn’t play by the rules, that doesn’t mean there’s any less of a reason to show on schedule during fashion month. But of course, a generic runway show isn’t on the cards.
Ahead of the Spring/Summer 2022 season kicking off, Moncler announced it would be hosting an event in five different cities at the same time—Milan, New York City, Tokyo, Seoul and Shanghai—with an immersive digital experience including the rest of the world. Dubbed MONDOGENIUS, the events took fans behind the scenes with 11 Moncler Genius designers, four of whom were making their debut for the brand, with 11 different simultaneous events to boot. Created with the aim of giving attendees on the ground, as well as those viewing online, a look into the inspiration behind the Moncler Genius designer’s minds and inspiration through art, immersive experiences, music and film.
Milan was home to three events. For 1 Moncler, JW Anderson recreated his favourite pasttime—visiting the cinema—in an intimate presentation and for 2 Moncler 1952 Men, creative director and art lover Sergio Zambon created a curated exhibition featuring contemporary artists, and personal acquaintances, Andrea Anastasio, Erwin Wurm and Prem Sahib.
Then, from 2pm, Palm Angels—Moncler designer Francesco Ragazzi’s second baby—took control presenting at gallery Spazio Maiocchi for four hours. Guests found themselves walking through numerous areas laden with new pieces from collections dotted in between the likes of a hot pink bubblegum car, DJ desk and, one of the hottest attractions, a taco truck.
Not only was Milan abuzz due to fashion week, but giving it an extra edge over the other locations involved was the inclusion of Alicia Keys, who hosted and performed live from the event—if you were lucky enough to pop by at the right time. New York, may we add, was blessed with a performance by Solange Knowles, while Shanghai featured an extreme sports performance.
In addition to featuring seven current Moncler Genius designers, such as J W Anderson, the brand introduced four new players to the roster: joining Palm Angels is DingYun Zhang from China, Tokyo-based HYKE, and New York-based eyewear label Gentle Monster. The hype is real.
You can view the entire event here.