Many of SHFW’s showrooms have seen reduced foot traffic and orders, but China remains an opportunity for big brands like Moncler. This is the first Genius event ever held outside Europe: “I would say we need a global strategy, but also a domestic approach,” Ruffini said. “Domestic means learning about different cultures around the world, and China is very important to us.” Ruffini said he visits the country every six months and is impressed by “how fast they do everything.” Profound; in mentality, culture and fashion. Moncler reported double-digit growth in the number of Chinese consumers in the first half of this year. “China is a very good market,” he added. “It felt like it was time to give something back here, and not just in terms of the market.”
A highlight of the show is the Jil Sander collection designed by Luke Meier and Lucie Meier. Despite Ruffini’s determination to move away from traditional fashion shows, the designers are staging shows every half hour from 6 p.m. to 10 p.m. Inspired by nature, the collection features beautiful feathery textures of paper yarn, down-lined knitwear, double-faced wool pieces with removable down lining, and little else except for the Moncler symbol used as jewelry and brooches. logo. “We wanted to make it a collaboration but not compromise our design language,” Lucy said, with Luke adding, “We’re delighted because it feels organic and authentic to both brands.” It’s true; it’s a great Jil Sander collection and an outstanding Moncler Genius collection.
Returning to the Rick Owens pavilion, which features a scaffolding metal structure on which models can walk, with a small house on top, the designer said: “Everything I do for Moncler is about insulating aesthetics, because they It’s all about insulation and protection. We made a tour bus and a soundproof bed, and now we’ve made it a shelter that’s actually available for purchase. “I don’t like making things that people can’t access. ” Owens said. “Technically, it’s a viable product.” More important were his striking down coats, with structured shoulders and swirly or diagonal quilting.
Meanwhile, A$AP Rocky’s collection follows his current creative spirit of exploring “ghetto futurism.” In interviews, he said his goal was simply to make clothes he would actually want to wear. Although he himself wears Bottega Veneta, his Genius collection is represented by Rihanna. In the center of the room is a modular console designed by Rocky that has 14 different functions, including an ashtray, projector, and recording and music production capabilities. For lack of a better word, it’s pretty cool.
The evening concluded with an after-party and Rocky’s performance overlooking the Shanghai skyline. The event was shocking from start to finish, and Ruffini only showed more interest: “For example, we have never been to the United States,” he said defiantly. But what’s truly impressive in the end is the fashion. Yes, Genius is a platform about creativity and pushing boundaries, and yes, the industry has never been more interested in entertainment, but Moncler remains committed to selling quality clothing. Clothing is what the genius should focus on when leveling up further – wherever it is, it can go.
