What do a Mercedes, Alicia Keys and Adidas Originals have in common?
Moncler Genius, the collaboration program of the down jacket specialist brand.
The singer, the car manufacturer and the sports brand are thus part of the cast of new "co-creators" who will be revealed on February 20 in London, at the end of a British Fashion Week which is finally picking up color after several marked editions. successively by the pandemic, the absence of its flagship brands and the funeral of Elizabeth II... An event, "The Art of Genius", open to the public, which will be held at the Olympia in London, exhibition center and concert hall in the Hammersmith district.
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The brand born in 1952 in Monestier-de-Clermont in Isère (and bought in 2003 by the Italian Remo Ruffini, who straightened it out with great success) has a habit of surrounding itself well for this project.
In the past, Simone Rocha, JW Anderson, Pierpaolo Piccioli from Valentino and even Craig Green have notably been among the collaborators invited to create collections for the brand.
However, this year marks a change: we no longer speak of collaboration but of
"co-creation",
implying that the creators are undoubtedly more involved than in the past in the collections signed jointly.
And they are no longer just fashion designers, but also brands and personalities from the art world: Mercedes Benz, singers Pharrell Williams and Alicia Keys, New York shoemaker Salehe Bembury, Adidas Originals, streetwear brands FRGMT and Palm Angels, Roc Nation by Jay-Z (the rapper's music label) or the avant-garde fashion designer Rick Owens.
For the moment, we do not yet know in what form the different creations of the year will be presented (which will go on sale each month from March).
But Moncler promises a “
large-scale event, unveiling designers, concepts and collections for 2023 under one roof, with each designer challenging the limits of the possible while presenting immersive experiences and performances that represent their creative visions.
Just a few months after the monumental event organized in Milan in September to celebrate the brand's 70th anniversary, Moncler is once again preparing to strike a blow.