Behind the scenes with Alicia Keys, host of a mondovision show for Moncler

In 1953, if the coronation of Elizabeth II was broadcast on Eurovision, it could not be simultaneously in Europe and the United States due to the curvature of the Earth.

Sixty years later, Moncler launches its collections from 5 cities on the planet, broadcasting from Milan on the screens of millions of smartphones.

And Léon Zitrone - that those under twenty are unlikely to know - has given way to the pop star Alicia Keys, solar host of this digital experience called Mondogenius.

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A few minutes before the starting signal, there is a vintage air that floats in this television studio near Linate airport where a few dozen journalists are watching the event live.

The time zones on the screens with retro graphics, the

of the B-52's in on-hold music, the cameras of the Rai Uno ready for action suggest the recording of a good old television show.

Extract from the video Genius Gentle Monster for Moncler Moncler

But when at 1:07 p.m. the beautiful Alicia Keys takes her place on the stage and the countdown begins, we enter another space-time. “

”, “

”, “

“, She shouts in a virtual duet with the actress and Chinese K-Pop singer Victoria Song based in Shanghai. Before launching the 11 films dedicated to each Moncler collection, designed by various designers including the talented Veronica Leoni for Moncler 1952 woman, Craig Green, JW Anderson, the very promising DingYun Zhang, Alyx 9SM ... young people burst the screen, questions of diversity, disability, gender are often central. Classical or experimental art is featured on several occasions in the stories. Solange Knowles (Beyoncé's sister) delivers a touching free-jazz soul performance.

The formats are linked between Milan, New York, Shanghai, Seoul and Tokyo. The clear Asian tropism of the experience leaves no doubt about the region of the world where new luxury customers live - and which, due to the pandemic, have not been able to leave their countries. But it is also the films shot on that side of the globe that are the most creative, the strongest and the most interesting. Like the first video in Shanghai showing two boys and a girl in free fall simulators, performing tricks in the middle of the night, wearing the printed suits of the line, sometimes a snowboard attached to the feet. The images are stunning, as is the performance filmed for the collection produced with the Korean brand GentleMonster, with the air of dystopia as dark as it is arty.

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The concept of Mondogenius, conceived by the visionary CEO and Mogul of Italian luxury, Remo Ruffini, takes up in many ways the principle of a network video game capable of connecting communities around the world.

This global approach never tarnishes the local point of view (we can see here in particular the diversity of points of view between the West and the East), nor the identity of the brand itself.

This is the great strength of Moncler today, a company created in Grenoble in 1952 which, around a ski jacket, crystallizes unbridled creativity, and which new generations have adopted beyond cultural borders.