Moncler to host combined catwalk show in Milan and open ‘Moncler Genius Building’

Moncler will hold a show combining men’s and women’s wear on the evening of February 20 in Milan, kicking off Women’s Fashion Week, scheduled to run Feb. 21-27. The evening event will unveil what the company dubbed the Moncler Genius Building, “a material and symbolic hub representative of the new course of the brand,” to reach out directly to the public in a unique and creative way. Further details were not available at press time. The event is organized in collaboration with Italy’s fashion association Camera Nazionale della Moda.

As reported, Moncler chiarman and chief executive officer Remo Ruffini is masterminding a new strategy to present the brand’s collections, ending the Gamme Bleu and Gamme Rouge lines. Ruffini added  “I need to create a new project that will bring new energy to Moncler. It was a very difficult decision, stemming from the need to evolve, to create a solution that would naturally create a new and alternative project to one that was launched 10 years ago and was feeling somewhat dated.”

The last Gamme Bleu collection showed in Milan in June, while the last Gamme Rouge collection showed in Paris in October.

Ruffini underscored that “it’s not that we don’t want to participate to the world of fashion, but we are obliged to give new energy to Moncler,” and said he had a project in mind that he thought would be “very innovative for the sector and will bring new emotions.”

Moncler Fall Winter 2017 ad campaign