Moncler revolutionises fashion showing schedule with monthly installment of 'Genius'

Unveiling its first monthly ‘Genius’ series at Milan Fashion Week (which concluded on Monday 26 February 2018), Remo Ruffoni, the CEO and creative director behind the Moncler brand made headline news with his new way of showcasing the brand's new collections.

Designer Pierpaolo Piccioli has stripped the classic duvet to the clearest shape for Moncler Genius.

Rather than showing in the traditional schedule of twice a year, Moncler is rolling out collections once a month, starting with the first monthly installment of the “Genius” series from a team of  eight designers headlined by Valentino’s Pierpaolo Piccioli.

So far Remo Ruffoni's bold plans and dynamic execution of his strategy to revitalise the Moncler brand have met with commercial success.  Moncler recorded revenues of 1,193.7 million euros (£1,054.28 million), an increase of 15 percent at current exchange rates over 2016.  In the fourth quarter, the company said, revenues rose 17 percent at constant exchange and of 14 percent at current exchange rates.

Recently, speaking to the South China Morning Post at the opening of Moncler's premium 500 sq. metre shop on Canton Road in Hong Kong,  Ruffini said the core of his strategy has been making its signature down jackets desirable items across the globe. “It sells just as well here in Hong Kong as it does in Canada,” he said, and that the company has used new fabric technology to make lighter-weight jackets for warmer climes.  He explained that fundamentally, the brand’s success has been down to two things. “First we are quite young, and (second) we never compromise,” he said in the SCMP report.

Designer Simone Rocha had images of daring Victorian climbers in petticoats in mind. She worked on voluminous silhouettes and deconstructed proportions merging a taste for embellishment with the performance quality of Moncler.

Designer Craig Green conceives items that rewrite the dialogue between clothing and body, dress and habitat. 

Simone Rocha.

Since Remo Ruffini took over the helm in 2003, Moncler manufactures and directly distributes the clothing and accessories collections through its boutiques and in exclusive international department stores and multi-brand outlets, and collaborates with a host of global designers including currently British designer Craig Green, whom Ruffini describes as “one of the few geniuses in menswear” and Simone Rocha. 


















Source and Images: Moncler