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Strategies of Genius: Jay-Z, Mercedes-Benz and Moncler at London Fashion Week

That’s not to say fashion is excluded from the new Genius. Adidas Originals and Crocs-shattering designer Salehe Bembury will also present concepts at Moncler’s London Fashion Week presentation in February . Returning Genius partners from the fashion world are Hiroshi Fujiwara’s Frgmt and Palm Angels, the Parisian streetwear label founded by former Moncler artistic director Francesco Ragazzi. The last designer involved was Rick Owens, but his unconventional spirit meant he avoided being labeled a genius, and his installation was one of the highlights of Moncler’s most recent physical presentation in February 2020 .

If the event is any indication, industry guests and audience members (tickets will be available via Moncler.com) can look forward to each co-creator having a Dedicated installation space. Each installation generally seeks to embody the concept behind each collection, as well as showcase the collection itself. Each co-creator will “present immersive experiences and performances that represent their creative vision,” according to a press release from Moncler. A spokesperson would not confirm whether Jay-Z, Keys or Williams — or any other musical artist associated with them — will perform live at the event.

From his earliest days with Balenciaga and Junya Watanabe in the mid 20s, Ruffini has long used collaborations as a tool to expand brand awareness , as he usually puts it, “creates energy”. Via email, Ruffini said of this latest chapter: “At Moncler, we strive to constantly be the expression of our times, which goes hand in hand with an instinct that never stagnates. Genius was born to create and evolve in new ways, which is Why we’re refining the way we work together, exploring new and different industries.” The company is also currently working on a project with former Apple designer Jony Ive, and announced its partnership with Sacai at the show in Paris last month relation.

Moncler Genius Lineup.

Photo: Courtesy of Moncler




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