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Why Moncler Genius Urgently Continues To Explore Protection And Performance For Generation Z


The monumental fashion brands rising across the planet urgently continue to explore and study new technical advancements to adapt to the modern consumer. Unbound by any concern for realism or classic ideals, today's designers and visionaries seem to have a naive and almost playful character with respect to the future of apparel design. Their creations are not so much shaped on the anatomy of a human (as we can clearly see) as by the demands of the architectural space they inhabit. Such bold and exaggerated fluidity is evident in the massive collections of the principal

protagonist, Moncler. Over the past 5 seasons, the brands designs have gyrated around the human form as if the body itself is secondary. Moreover, the clothing seemingly disobeys the laws of nature and gravity.

As we creep up to the third decade of the 21st century, fashion is swiftly approaching new height. Never before has clothing held this much attention over almost every aspect of daily life. The power of apparel modernization radiates from city to city. A spate of new style orders is rapidly emerging as well. And, it is not only fashion that is changing. Communal living and working from home have also been seen as conduits of the great spiritual wave and newly found expression tucked inside the fabric of society. As we race out the final year of the second decade, we will witness more and more how technological advancements play a decisive role in the evolution of apparel.

Moncler was founded at Monestier-de-Clermont, Grenoble, France, in 1952 and is currently headquartered in Italy. Over the years the brand has combined style with constant technological research assisted by experts in activities linked to the world of the mountain. The Moncler outerwear collections marry the extreme demands of nature with those of city life. In 2003 Remo Ruffini took over the company, of which he is currently Chairman and CEO. Moncler manufactures and directly distributes the clothing and accessories collections under the brand Moncler through its boutiques and in exclusive international department stores and multi-brand outlets.

Craig Green, continues his exploration of protection and performance. Green focuses on elements that are closely linked to protection and function of the human condition. Let's face it, Green’s visionary way of dealing with items of clothing is architectural just as much as it is pragmatic: the extreme shape in fact responds to a need, and as such, it performs. The wearable habitats he devised this season draw inspiration from tents and kites, offsetting volumes, lines and bright colors. The idea is brought to the extreme in the stiff hooded capes with rope strings, their dramatic shape highlighted by a strong use of bold, hi-contrast hues and sturdy materials. The same approach characterizes pieces made in softer fabrications and available in user friendly volumes. The jackets, blousons, fishtail parkas, work shirts and trousers come in a hi-impact palette of solid bright greens, yellows, oranges, cobalt blues. Print and intarsia are a further homage to sport kites. Moncler’s Longue Saison is interpreted in challenging new ways. The idea of extreme protection is captured in the hood, a detail that recurs throughout, which offers a shield against the elements and a place of seclusion.

“I have always explored ideas of protection and functionality within my work, something that is also at the core of Moncler’s heritage. I thought it would be interesting for these ideas to be pushed further, interpreting Moncler’s performance based history, and developing designs with their years of technical knowledge and expertise”, Craig Green.

Moncler Genius, is a vision involving different creative minds unveiled “The Next Chapter”. An innovative project and a new strategy aimed at disrupting the traditional twice-yearly rhythm of the fashion shows, by showing 8 different collections all at once, while rolling out them once a month with individual and dedicated 360° launch plans. Both creativity and uniqueness are the fuel to this brand new project. These are in fact the disruptions I have been alerting my readers about. It is not a bad thing but rather the catalyst for change. Moncler Genius reflects a shifting world that overcomes the temporality of the seasons and represents a new course for the brand: different creative approaches, and therefore collections, redefine the Moncler’s dialectics in the digital era, able to establish a constant dialogue with the consumer looking at all generations.

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