Port travels to Cape Town to shoot a story inspired by the 2 Moncler 1952 collection
The world continues to accelerate in the era of instant, constant communication, and Moncler is keeping pace with its radical Moncler Genius project. First released in June 2018, the project goes beyond the traditional format of seasonal launches in favour of eight distinct monthly drops, with designers like Pierpaolo Piccioli, Hiroshi Fujiwara and Simone Rocha reinterpreting and remodeling the iconic Moncler down jacket.
Reflecting the immediacy and dynamism of the digital age is key for Remo Ruffini, the President and CEO of Moncler, who conceived the project as a way to appeal to the younger generation. “The consumer wants a less filtered, more direct and above all continuous relationship,” he explains. “This strategic change in direction is the answer to this specific need, as well as a desire.”.
Moncler is no stranger to innovation. Since 1952, when it was founded in Grenoble under the shadow of the French Alps, the brand has been informed by technological research and mountaineering knowledge, marrying the demands of both nature and the city. It’s a tradition that Ruffini has continued in the Moncler Genius project, evolving the brand’s perspective and process so that the interaction with customers is now, as he says, “monthly, weekly, daily – an approach which considerably reduces the time that elapses between the collections’ presentation and when they actually arrive in the stores.”.
The Moncler Genius The Next Chapter of the 2 Moncler 1952 collection – launched January 2019 and in part devised with artist Hey Reilly – vividly reworks the brands quintessential trademarks and experiments with logo scale and repetition, loudly spelling out the brands name alongside a swarm of stars. Expanding its street-wear appeal, everything from field jackets to track-pants, parkas to bermuda shorts, contrast total black with bright graphics in laqué nylon, cotton drill and printed crêpe de chine. The tessellated patterns lend both the men’s and women’s collection a vibrancy, complimenting the mix of technical and precious materials.
Catering to the desires and demands of the social media generation brings with it new challenges, but the boldness of the Moncler Genius project and 2 Moncler 1952 collection shows that it is well placed to respond to the modern demands of speed, variety and ease, whilst at the same time staying true to its rich heritage.
The latest 2 Moncler 1952 collection is available in Moncler boutiques, moncler.com and in selective wholesale networks worldwide
Photography Kyle Weeks
Styling and creative direction Dan May
Grooming Alice Coliriti
Photo assistant Luke Bell Doman