A 70-year-old history staged in the magic of Piazza del Duomo for Milan Fashion Week: on September 24 at 9 pm, Moncler will put on an extraordinary artistic performance in the very heart of the city.
Directed by the French avant-garde choreographer Sadeck Berrabah (Sadeck Waff)—internationally famous for challenging the geometric limits of the human body through a distinctive genre of contemporary dance—the show will celebrate this historic milestone by featuring center-stage the iconic Maya puffer jacket revisited with a limited edition featuring a new color palette and a commemorative logo with infinity symbol surrounds the legendary cockerel and the number 70.
Founded in 1952 in Monestier-de-Clermont with the mission of protecting workers at high altitudes from the cold
The story of Moncler is fascinating and continuously evolving. Founded in 1952 in Monestier-de-Clermont with the mission of protecting workers at high altitudes from the cold and then evolved over the years: it clothed the most legendary expeditions to the highest peaks in the world and, in 1968, the French Olympic team, going on to become a Milanese style icon in the 1980s—during the Paninaro ‘movement’—and arriving on the catwalks of Paris and Milan in 2000, later overturning the conventions of luxury fashion in 2018 with the launch of Moncler Genius—an invitation to the most famous designers on the global fashion scene to reconsider the heritage of Moncler.
The restyling of the original model is also accompanied by 7 totally new interpretations by 7 extraordinary designers who have played a significant role in the history of the brand. Thom Browne, Hiroshi Fujiwara, Rick Owens, Pierpaolo Piccioli, Francesco Ragazzi, Giambattista Valli and Pharrell Williams have each created a personal reinterpretation of the Maya jacket, revealed week by week starting from October 15.
“This anniversary is an important moment for us to remember the history that has brought us here and to look to our future, thinking about what we have learned and what we still dream of,” said Remo Ruffini, Chairman and CEO of Moncler S.p.A. “From day one, nothing has ever been ordinary or conventional for Moncler.
Who would have thought that that sleeping bag created in 1952, which then became a puffer jacket, would end up in cities all over the world?
Sometimes I wonder who would have thought that that sleeping bag created in 1952, which then became a puffer jacket, would end up in cities all over the world, would be worn by all generations, would reach the catwalks and then be reinterpreted by a range of creative geniuses? From the very beginning, we have sought to take the brand and our ambitions to ever greater heights.”
Milan is just the start of the celebrations for the brand that will share its anniversary with the various fashion communities with a touring exhibition that will start on October 5 in the High Line in New York and then travel to London (October 12), Tokyo (November 1) and Seoul (November 18). An immersive experience through videos and archive items that tells the story of the most important moments in Moncler's history.
A virtual event in China will add to the tour, showing the exhibition through WeChat. Moncler's community of followers will also be reached through the metaverse with 7 Moncler Non-Fungible Tokens (NFT).
The NFTs created by the German digital artist Antoni Tudisco will be issued from the Arianee web3 platform. The first NFT work dedicated to Milan will celebrate the 70th anniversary show, while the second NFT will be available with the Platinum version of the new Moncler Maya 70 jacket. The other 5 NFTs will be presented during the stages of the touring exhibition, where an edition of 500 NFT works of art will be available for each city.