Moncler Genius x Rick Owens, Jay-Z and Mercedes-Benz?

Italian luxury brand Moncler is kicking off 2023 with a bang. On February 20th, during London Fashion Week, it will take the stage with a show titled “The art of Genius.” For this original project, Moncler is teaming up with three music industry partners—Roc Nation by Jay-Z, Alicia Keys, and Pharrell Williams—as well as true giants in their respective fields: Adidas Originals, Palm Angels, and Mercedes-Benz. The entire fashion world is eagerly awaiting this event. There’s no doubt that such high-profile names will elevate the brand to new creative heights. But where did the idea for the Moncler Genius project come from, and how do these collaborators fit into the bigger picture?

Moncler Genius: how the brand stays ahead of its time

Moncler Genius is now a project with tradition. It all began in 2018 when CEO Remo Ruffini invited influential designers and thinkers to collaborate. This resulted in monthly collections filled with extraordinary designs. Although the brand’s new direction was initially considered too ambitious, this production model has proven successful to this day. Moncler Genius collections certainly haven’t lost their freshness. Interestingly, Moncler Genius currently accounts for between 5 and 10 percent of the brand’s total sales.

It can be said that Ruffini, thanks to his creativity and openness to different industries, created the first collective space for collaboration in fashion. And it doesn’t look like this machine is going to stop anytime soon: “In 2023, we are entering a new phase for Moncler Genius,” says the brand’s director and president. And so, another event celebrating this beautiful idea is ahead of us. The show will take place in less than two weeks in the vast venue for mass events— “The Olympia London”.

This year’s celebrity lineup

There’s no denying that this year, the brand will be joined by high-profile figures from a wide range of industries. Some of them have previously been involved with Moncler’s creative projects. Williams was among the brand’s first collaborators, while Alicia Keys curated the digital Moncler Genius presentation in 2021. Mercedes-Benz is an especially intriguing addition to the lineup. Although the company has a long history of sponsoring fashion weeks, it has never before appeared on their official schedules.

However, this does not mean that fashion has taken a back seat. Returning industry partners include Hiroshi Fujiwara’s Frgmt and Palm Angels, the Parisian streetwear brand founded by former Moncler artistic director Francesco Ragazzi. During London Fashion Week, other brands will also present their concepts alongside Moncler. Among them are Adidas Originals and Salehe Bembury, as well as the unconventional designer Rick Owens. His installation appeared at the Moncler show in February 2020.

Although the brand hasn’t revealed what to expect from a collection with such a vibrant lineup, the media are trying to uncover a few cards. So far, Moncler has announced that each collaborator will “present immersive experiences and performances that represent their creative visions.” However, there is no official information yet on whether Jay-Z, Keys or Williams —or any other musical artists—will perform live during the event.

On the one hand, we can expect extraordinary fashion experiences; on the other, the brand’s designs have long since transcended the boundaries of fashion itself. This very emphasis on co-creation seems to suggest that new products—whether in audio, transportation, or other categories—will be developed by all parties involved, not just the brand alone. Moncler creates clothing in line with its own vision. They also believe that their current way of working will allow them to create something that none of the brands could achieve on their own.