Why We Are Excited About The Moncler Genius Project
Moncler removed two only to give us eight.
BY Asri Jasman | Feb 16, 2018 | News
For a brand that is successfully known for its niche product offering, Moncler is not one to rest on its down-padded laurels. While the decision to remove its runway Moncler Gamme Rouge and Moncler Gamme Bleu lines (designed by Giambattista Valli and Thom Browne, respectively) was met with surprise and disappointment by fans, Moncler has revealed a new project that will once again disrupt the age-old fashion retail system.
Clockwise from top left: Pierpaolo Piccioli, Simone Rocha, Kei Ninomiya, Hiroshi Fujiwara, Francesco Ragazzi, Craig Green, Sandro Mandrino and Karl Templer.
Moncler Genius is a mega collaborative project that will see eight creative minds take charge of interpreting the brand in eight different capsule collections. Each collection will then be released successively, a month apart from each other.
Valentino’s Pierpaolo Piccioli will start off with a women’s collection and one men’s item in six variations for Moncler Genius. Fashion stylist and Interview magazine’s creative director Karl Templer will then curate Moncler’s main line, which will be rebranded as 1952, a nod to the year the brand was founded. Sandro Mandrino continues with his role as creative director for the après ski line Moncler Grenoble. The collections following these will be by Simone Rocha, previous collaborator Craig Green, Comme des Garçons-approved Kei Ninomiya, streetwear legend Hiroshi Fujiwara of Fragment and finally, Francesco Ragazzi of Palm Angels.
Think of Moncler Genius as a combination of traditional runway presentations with the see-now-buy-now model. The idea is to present the entire project on 20 February 2018 during Milan Fashion Week in an apartment-styled building with each room dedicated to a capsule collection. The releases will then begin in the summer of this year. This gives us all something to look forward to each month at the Moncler store, as opposed to an entire collection released post-fashion show with nothing entirely new to offer for the next six months.
Preview them, save and wait for the drop you want, and then get in line on the day of release. Moncler is basically giving you a heads up on what’s to come, the option of choosing one collection (or five) to get and time to actually save enough money to buy. Smart.