Moncler prepares to double down on hugely successful Genius concept with new collection
Moncler succeeded in revolutionising the fashion world with its massively successful Genius concept – a bold approach to fashion that reenvisaged not only the designs on offer, but also the industry’s business model. The Italian outerwear maker enlisted iconoclastic young designers to create on-trend pieces that were rolled out on Instagram, spontaneous events, and the high street rather than catwalks. But this isn’t “affordable” luxury – the price tags and pedigrees are top-end. And fashionistas have flocked to the brand. Now, Moncler is doubling down with a new Genius collection from Japanese designer and polymath Hiroshi Fujiwara.
Moncler’s share price has appreciated by 24% so far this year
Source: Yahoo Finance
Fujiwara, a cult designer often called “the godfather of streetwear” has set himself the task of reinterpreting Moncler’s well-known design principles. Hence, his collection features motifs like inverse outlines of the classic Moncler logo and unusual pairings like baseball jackets with shorts. In a recent interview with Hypebeast, Fujiwara explained the appeal of working with Moncler on its Genius project:
“The Moncler Genius project has two main ideas at its core: creativity and collaboration, as per the project’s motto “One house, different voices”. I really believe in this concept because also my designing project is based on sharing ideas and opinions. This is why I enjoy my work with Moncler a lot, I wouldn’t be able to do anything on my own. It’s this open dialogue between the brand and the designers that helps the show to be so impactful – we are all so different and the set ups recreate and enhance the quality and uniqueness of our designs.”
A “fragment” of the new collection is already available on Moncler’s online store, and – based on early reviews – is likely to be as successful as previous Genius collections.
Dominion holds Moncler in its Global Trends Luxury Fund.
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