Moncler will celebrate its love story with New York with one of its most ambitious projects A massive retrospective spread across the city to tell twenty years of inspiration

There is a precise moment when two seemingly irreconcilable worlds meet: on one side, snow, ice, and the stark essence of the mountains; on the other, the vertical chaos of a metropolis built of skyscrapers, lights, and speed. It is from this seemingly unlikely encounter that the relationship between Moncler and New York is born — a bond the brand has chosen to celebrate through a new and monumental project titled New York in Moncler.

The exhibition will not be confined to a museum or a single location but will spread throughout the entire city. From September 9 to 13, several of New York's iconic landmarks will be transformed into stops along an open-air retrospective, retracing more than two decades of events, collaborations, and encounters that have shaped both the brand's history and New York's collective imagination. The heart of the project will be Vanderbilt Hall at Grand Central Terminal, where, years ago, Moncler staged one of its most monumental runway shows for the FW11 season.

To mark the opening of the retrospective, on September 3 Moncler also released a short film featuring a model wearing the iconic Maya jacket as she moves through the city. Providing the narrative voice is Alicia Keys, an artist deeply connected to New York and already a protagonist of a previous collaboration with the brand, who lends her words to a manifesto dedicated to the bond between Moncler and the city that has adopted it as its muse.

Moncler and New York: A Love Story

The thread running through the entire initiative is photography — or rather, a collection of images documenting the depth of the bond between the brand and the metropolis, built over time, event by event. The project aims to show how the alpine aesthetic that is the very soul of Moncler has managed to reinvent itself within the world's most iconic urban context, evolving from technical outerwear into a language of style capable of speaking to protection, community, and belonging even in the heart of Manhattan.

Tracing the milestones recounted by the retrospective, the story begins in 2010, when at Chelsea Piers, along the Hudson River waterfront, around a hundred models dressed in Moncler Grenoble staged a dramatic climb that brought the atmosphere of the mountains into the middle of the city. The following year, it was Grand Central Terminal itself that hosted a moment that has since entered the brand's history: the station's main concourse was transformed into a runway for the Grenoble collection, with over a hundred dancers performing before passing commuters in a perfectly synchronized choreography.

In the years that followed, the occasions bringing Moncler and New York together multiplied: the Central Park ice rink brought to life by professional skaters accompanied by a live orchestra in 2012; Gotham Hall transformed into an urban forest inhabited by hundreds of models dressed in green in 2013; and the Hammerstein Ballroom, which around the same time became the stage for a fusion of Alpine choral singing and installations by Swiss artists André and Michel Décosterd. Also in 2014, Annie Leibovitz's lens captured a model suspended atop the Chrysler Building — an image that distilled in a single shot the encounter between snow-capped peaks and the city skyline.

In 2015, the Art For Love project, developed in support of the amfAR foundation, brought together thirty-two international photographers invited to reinterpret the iconic Maya puffer jacket through an artistic lens at the New York Public Library. At the Lincoln Center in 2016, eighty performers walked in polar temperatures; the following year's Grenoble presentation welcomed Spike Lee as guest of honor, one of New York's most celebrated creative figures; and in a Vogue editorial, New Yorkers from every background and every borough wore Moncler puffer jackets in an ever-changing array of colors.

No conversation about New York would be complete without Sarah Jessica Parker, who two years ago wore a couture puffer jacket presented in 2019 and designed by Pierpaolo Piccioli. Later, in 2023, came the collection co-created with Alicia Keys, which reinterpreted the aesthetic of the city in the 1990s. And then last year proved particularly eventful: from the campaign shot on the streets of SoHo with Penn Badgley, to the brand's debut at the Met Gala with Vittoria Ceretti and Edward Enninful. The brand also starred in a Vogue China editorial with Fei Fei Sun. And also last year came the rooftop shot across the New York skyline featuring Robert De Niro and Al Pacino together for the Warmer Together campaign, and a live performance by Tobe Nwigwe at Rockefeller Center.

Together Yesterday, Together Tomorrow

While the retrospective looks to the past, the announcement accompanying it looks decidedly toward the future. Just steps from Grand Central, on Fifth Avenue, Moncler is preparing to open the largest flagship store ever created in the brand's history. A space that represents not merely a new point of sale, but the symbolic culmination of a journey spanning more than twenty years — and at the same time, the beginning of a new chapter in this long love story.

To coincide with the flagship opening, the second collection born from the collaboration with LoveFrom will also be unveiled — the creative studio founded by designer Jony Ive. The two brands' mascots, Montgomery and Monduck, are presented in Central Park, as if to symbolically close the circle between the green island at the heart of the city and the alpine soul of Moncler.

Looking at all these moments together, what emerges is not merely a chronicle of fashion events unfolding over the years, but the story of how a city can become, over time, a great open-air creative laboratory — a place capable of transforming a technical garment born for the mountains into a universal symbol of style and belonging.