Moncler will present its Fall/Winter 2018-19 collection at Milan Fashion Week on February 20th, and have announced the details of their new project, "Moncler Genius."
The project, which aims to convey "eight different voices from one house," is an important vision that will determine Moncler's direction following the discontinuation of the "Moncler Gamme Bleu" collection by Thom Browne and the "Moncler Gamme Rouge" collection by Jean-Baptista Valli. Eight creators, including Japanese designers Hiroshi Fujiwara and Kei Ninomiya, have been appointed to the project, and a new collection will be released each month. Moncler boutiques will be renovated into the Moncler Genius Building, and pop-ups are planned around the world.

We conducted an email interview with Chairman and CEO Remo Ruffini ahead of the collection on February 20th in Milan.

A wrap advertisement was displayed on a tram running through Milan on the morning of February 13th.

Q: Please explain the eight windows of the Moncler Genius Building. Could you please explain the creators you have chosen and why?


Remo Ruffini (hereinafter, R):Moncler Genius is a new hub for incredibly talented creators, a place where they can work together and enhance their individual talents. My vision is that the uniqueness of each creator in the Moncler Genius project will reflect the uniqueness of our customers. Diversity shapes Moncler's identity, and from the beginning, we have adopted what we call the Global Down Strategy, a simple and clear strategy that attracts a diverse clientele, from young people and business people to women heading to the theater or a gala. Moncler Genius is centered around the product, with the consumer as the recipient. I believe Moncler Genius is the way to appeal to and maintain a dialogue with all our diverse target audiences. I would like to introduce the creators who worked with us to create this collection.




Q: Will the number of these eight windows ever increase or decrease? Also, are there set terms for the creators appointed this time?


R:Creativity knows no bounds, and I believe the Moncler Genius Building will be a hub where talented creators can work together, harnessing their DNA under the single brand of Moncler. I hope to continue to walk this path with all of them, but at the same time, Moncler Genius is also an open space.


Q: Could you tell us more about how this project "allows for an immediate and direct connection with the public"?


R:In the Moncler Genius Building, each creator uses Moncler's unique style of expression, which naturally draws people in. More specifically, Moncler Genius focuses on each individual's strengths to understand the uniqueness and diverse tastes of its customers. Moncler has always sought ways to hone and express the brand's unique identity through its annual collections, while adhering to innovations in creativity, vision, research, and technology. The idea of combining collections was a natural evolution born from the constant search for new creative directions.


Q: This may be related to the above question, but could you tell us about the opening and expansion plans for the physical store (B&M) in this project?


R:The Moncler Genius Building will be unveiled in its entirety on the evening of February 20th, the opening night of Milan Fashion Week, with each instalment being revealed through monthly projects linked to each collection, starting in June. As Moncler Genius unfolds in boutiques, the stores will be filled with energy and diversity.


Q: Why did you choose Milan for this launch instead of Paris or New York?


R:The opening of Milan Fashion Week is very important to us. After Paris and New York, we chose Milan to unveil this important project because it is a city that holds a special meaning for us, as it is where we acquired the brand in 2003 and where it all began, and we wanted to celebrate and pay homage to Moncler's close relationship with this special city.


Thank you for taking the time out of your busy schedule to be interviewed by FASHION HEADLINE.


Text: Tatsuya Noda