Moncler reinvented the idea of collaboration with The Art of Genius

On Monday, February 20, Moncler introduced its new project to the public during The Art of Genius, the event staged in London on the final day of London Fashion Week. Exploring new methods for creative collaboration, Moncler devised a co-creation platform connecting art, design, music, sport, and culture, witnessing the emergence of a community of 10,000 people gathered for the occasion at Olympia London. The evening's guests were all notable personalities including Bianca Balti, J Balvin, Hayley Bieber, Naomi Campbell, Lewis Hamilton, Asap Nast, FKA Twigs, Serena Williams, and Charli XCX. For the brand's president and CEO, Remo Ruffini, The Art of Genius is an anti-conventional project that aims to create something never seen before, «with the ambition to generate and share new energy with new communities.»

«This continuous search for new forms of creativity and cultural contamination is what still guides us today. What evolves are the spaces within which creativity moves and expands until it crosses boundaries. It is the ability to see and create together what we could never have imagined alone. It is the recognition of a contemporaneity made up of worlds that interact and inspire each other. It is the continuous instinct to explore ever new paradigms.»

With Genius, Moncler demonstrated its broad outlook, its desire to evolve, and its commitment to remain loyal to its customers giving them something by which they can get inspired. Fusing the codes of different worlds, The Art of Genius turned the rules of creativity upside down, in a platform that brought together high-caliber personalities and offered them the chance to interpret Genius in their own way. During the event, guests were able to experience their creativity in different ways, from a workshop in a recording studio with technical support from some of the world's leading record producers to an immersive experience in naturalistic worlds through virtual tours.

Moncler x Pharrell Williams

Moncler x Roc Nation

Moncler x Palm Angels

Moncler x FRGMT

Moncler x Palm Angels

Moncler x Salehe Bembury

One of the stars of The Art of Genius was Alicia Keys, the Grammy Award-winning singer-songwriter and entrepreneur who performed on the piano and was accompanied by Cleo Sol and Little Simz in a performance dedicated to The Art of Dreaming, in which the artists wore the new Moncler x Alicia Keys collection. Similarly, the multifaceted and pioneering creative Pharrell Williams took the stage with an outdoor performance to present Moncler x Pharrell Williams, a collection designed for "glam" camping, combining functionality and trends.

With a surreal installation, Mercedes-Benz created an aerial choreography supported by evocative images to present Project Mondo G, a monolithic work that makes the collaboration between the futuristic Mercedes-Benz G-Class off-roader and the iconic Moncler down jacket a reality. Next, Palm Angels played with foam and sound with the London Boiler Room, making a clear reference to the strong link between snow and Moncler. The collection, to be released this autumn, explores Palm Angels' vintage American style. Moncler x FRGMT enlivened Hiroshi Fujiwara's romantic futurism with an "affectionate" performance by LOVOT, Japanese robots who interacted with guests wearing the collection's houndstooth and floral garments. Moncler x adidas Originals, on the other hand, explored mountainous landscapes through the use of moving walkways, offering guests a unique glimpse inside a vertical glacier. The collection with adidas was born from the concept of exploration, from the two brands' attempt to bring the mountains into the city.

Moncler x Salehe Bembury

Moncler x Salehe Bembury

Moncler x Roc Nation

Moncler x Palm Angels

Moncler x Rick Owens

Moncler x Pharrell Wiliams

Moncler x Mercedes-Benz

Moncler x FRGMT

Moncler x adidas Originals

For The Art of Elements, Salehe Bembury introduced his co-lab with Moncler in a rock decorated with the designer's signature footprint pattern. Moncler x Salehe Bembury brought men closer to nature with an explorer ready-to-wear collection, a practical line in muted colors that included a reinterpretation of Moncler's Trailgrip trainer, while, later, Moncler x Roc Nation by JAY-Z brought music back to the stage through a performance that included the voices of the audience thanks to the expert work of Mike Dean, JAY-Z's legendary producer. The collection combines modular elements as on a score, offering a proposal of white, khaki, and black garments with bright orange accents. The final host of the many collaborations of The Art of Genius was renowned designer Rick Owens, who interpreted the project with a collection of elongated lines and bright quilting in black and tie-dye yellow, presented in a soundproof steel Sleep Pod as Moncler's Afterparty opened the dancing.

An NFT was created for each guest at the event by artist Antoni Tudisco, giving them exclusive access to the Moncler Genius collections unveiled during The Art of Genius, which will be launched throughout 2023 on March 23rd starting with Moncler x Alicia Keys. A recap of the event is available on Moncler.com.