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The new 7 Moncler Fragment Hiroshi Fujiwara collection

A phygital world tour accompanied the launch of the collection in China, Japan and Europe

The new 7 Moncler Fragment Hiroshi Fujiwara collection A phygital world tour accompanied the launch of the collection in China, Japan and Europe

After the forced stop imposed by the health emergency, Moncler returns with its Genius Project launching the collection 7 Moncler Fragment Hiroshi Fujiwara, presented during the past Milan Fashion Week Men's last January and ready for the official release, set for today, Thursday, July 2.

The presentation of the collection will follow a phygital strategy, combining physical and digital elements winding through China, Japan and Europe in a huge world tour punctuated by a series of live-streaming events and digital initiatives that will bring together the network of e-tailers, partners and wholesalers surrounding the brand directed by Remo Ruffini. 

The strategy will move through the organization of hyper-localized events through a global perspective articulated in site-specific productions for each target market. In China, for example, a live-streaming event was held on June 30th during which singer and actress Victoria Song, comedian Pang Bo and TV host Nic Li discussed the street culture that inspired the collection as they move from a ramen store to a futuristic studio and giving style advice on how to combine and wear the items of the collection. Meanwhile, a food truck with Fragment branding moves from one location to another to the famous Reel Mall

In Japan, Fujiwara's homeland, a different tactic was used to tell the aesthetics of the collection to the public. A short film celebrating the collection and shot inside a neon-lit Ramen Bar starring actor and singer Tomohisa Yamashita was broadcast on a screen at Tokyo's Shibuya Crossing. In addition, Fragment followers and fans received a preview of the collection on the social platform Line, along with a Spotify playlist selected by Fujiwara himself. Finally, the experience ends in Europe where Moncler and Matchesfashion will present a challenge between DJs whose music will be inspired by the varied world of subcultures from which Fujiwara draws inspiration for its designs. DJs Benji B and Licaxxx will broadcast their sets, respectively from London and Tokyo, in a challenge that will be visible through IGTV. 

For the items in the collection, Hiroshi Fujiwara has mixed references to vintage clothing, military uniforms and techwear in his designs to transform the classic Moncler garments with the subtly anarchic approach that has always distinguished Fragment's style. The collection is dominated by black, with flashes of yellow, green and blue and a mixture of Moncler's laqué and nylon technique with wool, flannels and herringbone fabrics. The slogan "Fragment Loves Mountain", then, is printed on matte nylon and repeated on puffers, field jackets, windbreakers and parkas

Two of the most interesting items are a bomber jacket decorated by Kool & the Gang's Spirit of the Boogie cover art and a sweater embroidered with the geographic coordinates of Fujiwara's favourite restaurant in Paris. Among the companies involved in the collection, there is the English leather goods brand Lewis Leathers, together with which Fujiwara has conceived new reiterations of the classic biker jacket, one of which is made of nylon laqué, and a capsule of footwear made with Converse that produced a Chuck 70 with contrasting seams and minimalist details in the double black and white colourway. 

The 7 Moncler Fragment Hiroshi Fujiwara collection, which will take place in partnership with Matchesfashion, is available from today, July 2, in all Moncler boutiques, on the brand's official website and at selected retailers.