Moncler prepares to double down on hugely successful Genius concept with new collection
Select language to see a machine translation of this article. The original language of the Article is English and the translation is provided for your convenience.

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

01 04 moncler

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.

Disclosure

Dominion holds Moncler in its Global Trends Luxury Fund.


If you would you like to receive the Newsfeeds daily, please click here to sign up now!

Help us make this Newsfeed better by rating this article. 1 star = Poor and 5 stars = Excellent
0.0/5 rating (0 votes)

Disclaimer
The views expressed in this article are those of the author at the date of publication and not necessarily those of Dominion Fund Management Limited. The content of this article is not intended as investment advice and will not be updated after publication. Images, video, quotations from literature and any such material which may be subject to copyright is reproduced in whole or in part in this article on the basis of Fair use as applied to news reporting and journalistic comment on events.