Italian luxury brand Moncler, known for its high-fashion activewear and ski jackets, has announced that it will host a fully digital fashion event on Saturday September 25 to take fans behind the scenes with 11 of its top designers. The event, which will be hosted by pop icon Alicia Keys, serves as an extension of the brand’s Moncler Genius program, which enlists designers from around the world to create custom collections for the label.
Moncler has unveiled a new global campaign to promote its upcoming digital experience MONDOGENIUS, which will be held on September 25. The event, hosted by Alicia Keys from Milan, will take viewers through a virtual journey of the visions of 11 different designers.
The event expands on the brand’s Moncler Genius initiative. Originally introduced at Milan Fashion Week 2018, the Moncler Genius project aims to invert the tradition of appointing one creative director to lead a brand. Instead, Moncler taps a slew of creatives from around the globe to develop their own collections for the brand. The idea also takes a page from the streetwear ‘drop’ culture book, creating hype year-round by releasing collections from various designers on a rolling basis.
The MONDOGENIUS event (note that ‘mondo’ is derived from the Latin ‘mundus’, meaning ‘world’) takes participants into the creative processes of some of the Moncler Genius designers, splashed across five of the world’s top fashion cities: Milan, New York City, Tokyo, Seoul and Shanghai. Viewers will get an intimate view into the inspiration behind recent collections, with designers showcasing the artwork, music, films and sports that have inspired some of their Moncler looks.
“In these ever-evolving times, I truly believe in the power of connecting communities around the world through experiences,” said Remo Ruffini, the brand’s chairman and chief executive officer, in a statement. “The greatest inspirations I had in my life came directly from people, and at Moncler we know that the more we inspire people, the more they inspire us. This is the principle that guided the creation of Moncler Genius for 2021. MONDOGENIUS has been designed to be a real immersion into Moncler’s energy and cultural evolution without leaving anyone out.”
In addition to featuring seven current Moncler Genius designers, the brand will also introduce four new players to the roster: DingYun Zhang from China, who has garnered something of a cult following for his puffer jackets; Tokyo-based HYKE, created by married designers Yukiko Ode and Hideaki Yoshihara; Palm Angels, founded by Moncler’s former artistic director Francesco Ragazzi; and finally New York-based eyewear label Gentle Monster.
To promote the event, Moncler tapped creative agency AKQA New York to create and launch a global campaign. The efforts include a 60-second hero film that takes viewers through a quickfire tour of the five featured cities, playing on thematic elements relevant to each city, such as Tokyo’s signature cherry blossoms and New York’s yellow taxicabs, in differing graphic styles. “Each city has its own unique story and visual language, incorporating references and details from the incredible events and sets,” said Giles McCormack, a managing partner at the agency. McCormack noted the film was inspired by the ‘portal’ concept, which he said serves as “a perfect visual metaphor of futuristic travel, connecting Genius cities, people and ideas”.
The campaign also includes a handful of out-of-home (OOH) placements, which will appear across the five featured cities. All in all, AKQA created some 300 unique assets to promote MONOGENIUS. “MONDOGENIUS is such an original concept and this year we’ll be immersing audiences in a unique series of digitally-enabled experiences like never before,” McCormack said.
Viewers can tune into the live event on social media or at mondogenius.moncler.com. The show will also be hosted on a number of Moncler Genius partner platforms, including various e-commerce and media sites.