Moncler Genius: the future is now | ITSLIQUID

Moncler Genius: the future is now

Fashion | May 19, 2018 |

Moncler_001
Image courtesy of Moncler

Moncler Genius: the future is now
Eight different projects define the unity of Moncler Genius

Unity comes from focus, as interpretations of the Moncler ethos stem from the product. Each project has the classic Moncler down jacket as the main playground, stands on its own, and all of them unanimously converging on the item. Keeping function at the core and approaching the duvet as an object, unique experiments ensue.

Moncler_002Image courtesy of Moncler

The creative soul of each project morphs with the Moncler soul, creating a new identity that is truly authentic. The message is straightforward, the creative content clear. Creativity fuels an ascending movement palpable everywhere. Moncler Genius acknowledges the singularity of the customers and the variety of their tastes, exploring fragmentation as an asset. Each Moncler Genius project is identified with a number. Numbers do not create a hierarchy, but facets to the whole, the Moncler Genius Building.

Moncler_003Image courtesy of Moncler

Pierpaolo Piccioli stripped the classic duvet to the clearest shape, following the idea that purity is reached when form reflects essence. His take on functionality has a couture élan. Moncler’s trademark classics reinterpreted with pop colors and contrasting enlarged logo. Moncler 1952 is an homage to the brand’s year of birth and defines the natural evolution, of over 65 years of history, based on technical research and creativity.

Moncler_004Image courtesy of Moncler

A peculiar flair for mix and match at work distinguishes Moncler Grenoble. Prints and fabrics, considered wide of the mark for mountain gear, assume a technical quality while keeping the playful sophistication intact. Simone Rocha had images of daring Victorian climbers in petticoats in mind. She worked on voluminous silhouettes and deconstructed proportions merging a taste for embellishment with the performance quality of Moncler.

Moncler_005Image courtesy of Moncler

Craig Green conceives items that rewrite the dialogue between clothing and body, dress and habitat. He followed functional considerations, which he subsequently blew into abstraction without sacrificing a stringent need for pragmatism. Kei Ninomiya builds impactful silhouettes with Noir by multiplying modules into wearable geometries. For the first time, he applied his own painstaking craft to duvet, even turning it into knit. 

Moncler_006Image courtesy of Moncler

Hiroshi Fujiwara is a cultural fomenter and a pop infiltrator. He has a personal way to subtly tweak items giving them a cult-status spin. He shifted the Moncler duvet to his own parameters. Moncler duvet reduced to the essence, with an exercise in merchandising translated into a gift shop, playing with slogans and logos to spread the message virally.

more: www.moncler.com

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