The iconic Duomo di Milano served as the backdrop for Moncler’s 70th anniversary show. The persistent rain on the night of the 24th of September did not deter the festivities from going ahead. Esteemed guests and past collaborators which included the likes of Pharrell Williams, Future, Hiroshi Fujiwara, Michèle Lamy, Salehe Bembury and Francesco Ragazzi arrived one by one, navigating their way through a crowd of almost 18,000 people who came to see the show. CEO Remo Ruffini wanted to reach a wider audience, opting for an event open to the public, a refreshing contrast to the exclusive shows of Milan Fashion Week.
1,952 models, musicians and performers all wearing limited-edition white Moncler Maya jackets were involved in the show as an ode to the brand’s birth date of 1952. The event kicked off with a melodic symphony played by a vast choir and a solo performance by seasoned ballerina Virna Toppi who twisted, tip-toed and twirled with precision. What followed was a legion of performers who executed a synchronised movement routine masterminded by choreographer Sadeck Waff and his team. The rain served as an unintentional showcase of Moncler jackets’ ability to deal with adverse weather conditions.
The show closed with all 1952 participants marching into a neat formation and a blast of confetti sent into the air above them. Heavy clapping and cheers from the crowd signalled their enjoyment of the show, a memorable moment now cemented in the history of the brand. The dichotomy created by the modern white jackets in front of a historic cathedral mirrored Moncler’s philosophy of recognising the importance of heritage and innovation simultaneously. The celebrations will expand into special collections designed by 7 past Moncler collaborators who will use their creative edge to re-imagine the brand’s iconic jackets. The curated list includes Francesco Ragazzi of Palm Angels, Valentino’s Pierpaolo Piccioli, Thom Browne, Rick Owens, Giambattista Valli, Pharrell Williams & Hiroshi Fujiwara. The collections will roll out on the 15th of October.
Written by Odunayo Ojo