Moncler Genius embraces the pulse of Shanghai in its upcoming move.
Over the course of the last six years, Moncler Genius, the collaborative launchpad first introduced by the brand in 2018 has developed into a realm for unions larger than life. Its inaugural collection tasked fashion visionaries like Valentino’s Pierpaolo Piccioli and Palm Angels’ Francesco Raggazi to reimagine its signature down jackets, with the resultant reinterpretations spanning the likes of elongated puffer capes and skirts to Palm Angels-ified sleeveless skater iterations.
Last year, Moncler Genius put forth its The Art of Genius collection, which unveiled collaborations that were beyond a mere reimagining of the brand’s classics but instead served to bridge spheres of creativity. The list of collaborators included some familiar melding of worlds — like Palm Angels and adidas Originals, but also more unconventional partnerships — like Mercedes-Benz and Alicia Keys (in her first foray into clothes design). In turn, Moncler appeared to be constantly upping the ante against itself, pushing the boundaries of traditional collaboration and giving its partners — across music, art, entertainment, sport and design — free reign in interpreting the brand’s best through their eyes.
To what end is Moncler Genius’ vision of reinvention and co-creation? Providing greater diversity to consumers through curated and exclusive collections on a monthly basis (rather than the traditional two-season calendar that most luxury houses adhere to). And this year’s vision takes the brand’s creative hub to Shanghai.
Where the brand closed London’s fashion week last year, this year it will wrap up Asia’s largest order season. Shanghai’s Fashion Week has quickly established itself as one to look out for after the Big 4 circuit — as a place to witness some of the country’s (and fashion’s) best up-and-coming designers. Albeit, as is often the case with independent labels, designers have frequently borne the brunt of the economic pullback on fashion, having significantly less to work with than some of the bigger names in the industry. Moncler Genius’ arrival though, signals a change in the tides.
Following suit from its previous exhibition in London, this year’s Moncler Genius will be “an immersive event” intending to “expand the brand’s creative possibilities” while “embracing Shanghai’s energy and pulse for dreams and innovation.” If last year’s 10000 attendee Moncler Genius event is anything to go by, it is safe to say that the backing of a legacy brand will provide budding Shanghai designers a wider legroom to explore their creative interpretations of Moncler. While the brand has remained tip-light on what to expect from its location, lineup and concept, its teaser beckoning us to “expect the unexpected” has certainly sparked anticipation for what’s in store.
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