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

Italian luxury brand Moncler is starting 2023 with a bump. Well, already on February 20, during London Fashion Week, it will present itself in a show entitled “The art of Genius”. For his original project, he invites three partners from the music industry – Roc Nation Jay-Z, Alicia Keys and Pharrell Williams – as well as real giants in their respective industries: Adidas Originals, Palm Angels and Mercedes-Benz. The entire fashion world is waiting for this event. There is no doubt that names of such great stature will contribute to elevate the brand to creative heights. But where did the idea for the Moncler Genius project come from, and how do the named co-creators fit into the whole puzzle?

Moncler Genius, or how the brand is ahead of its time

Moncler Genius is now a project with a tradition. It began in 2018 when CEO Remo Ruffini invited influential designers and thinkers to collaborate. The fruit of this in turn became monthly collections full of extraordinary designs. And although at first the brand’s new path was considered too ambitious, this way of production still works today. Moncler Genius collections certainly do not lose 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 with its creativity and openness to industries, has created the first collective space for fashion collaboration. And this machine doesn’t promise to stop: “In 2023, we enter a new phase for Moncler Genius”. – these are the words coming from the brand’s director and CEO. And so another tribute event to this beautiful idea is ahead of us. The show will take place in less than 2 weeks in a huge mass event space-. , “The Olympia London”..

This year’s selection of stars

There’s no denying that this year, big-name figures representing very different industries will be presenting with the brand. Some of them have had previous exposure to Moncler’s creations. Williams was one of the brand’s first and collaborators, while Alicia Keys managed the digital presentation of Moncler Genius in 2021. Mercedes-Benz has an interesting place in all of this. Although the company has a long tradition of sponsoring fashion weeks, it has never before appeared on their schedules.

However, this does not mean that fashion has been relegated to the background. Returning industry partners are Hiroshi Fujiwara’s Frgmt and Palm Angels, the Paris-based streetwear brand founded by former Moncler artistic director Francesco Ragazzi. During the London Fashion Week Other brands will also present their concepts alongside Moncler. Among them are Adidas Originals and Salehe Bembury, as well as out-of-the-box designer Rick Owens. His installation appeared at the Moncler show in February 2020.

While the brand is not revealing what we can expect in a collection with such a colorful cast, the media is trying to reveal a few cards. So far, Moncler has announced that each of the co-creators will “present immersive experiences and performances that represent their creative visions.” However, there is no official word on whether Jay-Z, Keys or Williams – or other musical artists will perform live during the event.

On the one hand, we can expect an unusual fashion experience; on the other hand, the brand’s designs have long gone beyond the boundaries of fashion alone. This emphasis on co-creation itself seems to suggest, in a way, that new products, whether in audio, transportation or other categories – will be produced by all parties involved, not just the brand itself. Moncler creates clothes in line with his own idea. He believes and that the way they have worked so far will allow them to create something that each brand could not achieve on its own.