That’s not to say fashion is left out of the new Genius. Adidas Originals and the Crocs-disrupting designer Salehe Bembury will also present concepts at Moncler’s London Fashion Week launch on 20 February. Returning Genius partners from fashion are Hiroshi Fujiwara’s Frgmt and Palm Angels, the high-flying Paris-showing streetwear brand founded by Moncler’s former art director Francesco Ragazzi. The final designer taking part — but whose outlier spirit means he steers clear of identifying as a Genius — is Rick Owens, whose installation was one highlight of Moncler’s most recent physical reveal back in February 2020.
If that event is any indication, industry guests and audience members (tickets will be available via Moncler.com) can expect each co-creator to have a dedicated installation space at Olympia London. Each installation typically seeks to embody the concept behind each collection, as well as to showcase the collection itself. A release issued by Moncler said each co-creator would be “presenting immersive experiences and performances that represent their creative visions”. A spokesman would not confirm whether Jay-Z, Keys or Williams — or indeed any other musical artists associated with them — will be performing live at the event.
From his earliest partnerships with Balenciaga and Junya Watanabe in the mid-2000s, Ruffini has long used collaborations as a tool to amplify brand visibility and, as he typically puts it, “create energy”. Via email, Ruffini said of this latest chapter: “At Moncler, we strive to continuously be an expression of the times, which goes hand-in-hand with the instinct of never standing still. Genius was born as a commitment to create in new ways and constantly progress, which is why we are evolving our approach to collaborating, exploring new and different industries.” The company is also currently developing a project in partnership with former Apple designer Jony Ive, and last month unveiled a partnership with Sacai at its show in Paris.
For all the latest fasion News Click Here
