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Moncler's next show will be a spectacle for all of Milan

And it will launch a 70-day program of initiatives to celebrate the brand's 70th anniversary

Moncler's next show will be a spectacle for all of Milan And it will launch a 70-day program of initiatives to celebrate the brand's 70th anniversary

On the occasion of its 70th anniversary, which will be celebrated next Saturday at 9 p.m., Moncler has organized a pharaonic show in Milan's Piazza del Duomo that will be directed by avant-garde French choreographer Sadeck Berrabah, famous for his contemporary dance style that enhances and challenges the geometries of the human body. But the performance in Piazza del Duomo, which will be open to the public in line with the brand's democratic philosophy, will only be the beginning of a 70-day program of events and experiences around the world. Remo Ruffini, president and CEO of Moncler said.: 

«This anniversary is an important time for us to remember the history that has brought us this far and to look to our future, thinking about what we have learned and what we still dream of. [...] Sometimes I wonder who would have thought that that sleeping bag that was born in 1952, and then became a down jacket, would arrive in cities all over the world, would be worn by all generations, would reach the catwalks and then be reinterpreted by different creative geniuses. From the very beginning, we sought to take the brand and our ambitions to ever higher heights».

The star of Saturday's show will be Moncler's iconic Maya down jacket, launched in the 1950s and later becoming a symbolic garment of the brand, which will be presented in a limited edition with thirteen new colorways and a special Platinum edition and featuring a commemorative logo that mixes the brand's traditional logo with the number 70. In addition to the reinterpretation of the original model, seven versions of the Maya by seven international designers who have collaborated with Moncler in the past or played a central role in the brand's history will also be presented: Thom Browne, Hiroshi Fujiwara, Rick Owens, Pierpaolo Piccioli, Francesco Ragazzi, Giambattista Valli, and Pharrell Williams will be the authors of as many restyling of the famous down jacket. The show and the global campaign that will follow it will also be accompanied by a traveling exhibition in the world's major metropolises and also a collaboration with digital artist Antoni Tudisco to create 7 NFTs dedicated to the historic celebration that will be released by Arianee's Web 3.0 platform. The first NFT work will be dedicated to Milan and celebrate next Saturday's show, while the second NFT will be available with the Platinum version of the Moncler Maya 70 jacket. The remaining 5 NFTs will be presented during the stops of the traveling exhibition where an edition of 500 NFT artworks will be available for each city.

To mark the occasion, the Extraordinary Forever Campaign will be launched, celebrating turning points in Moncler's history through a selection of archival photographs including climbs on K2, the Winter Olympics, Paninari in 1980s Milan and the ambitious Genius project. As part of the campaign there will be activations in iconic cities such as Milan where, for example, Moncler will transform Corso Garibaldi into an open-air exhibition. Then, on Oct. 1, the limited edition Moncler Maya 70 down jacket will arrive in boutiques, while starting Oct. 13, different reinterpretations that the seven designers part of the anniversary have created for Moncler will be unveiled weekly. Moncler's traveling exhibition named "The Extraordinary Expedition," on the other hand, will start Oct. 5 from New York's High Line and then land in London, Tokyo and Seoul and will immerse visitors in the brand's history through videos and archival garments. A virtual stop in China will be added to the tour allowing visitors to view the exhibition through WeChat.