In 2018, having observed the growing demand for newness linked to digitally native consumers disengaging with traditional product delivery cadences and demanding more communication from brands, Ruffini launched the Moncler Genius project.
(One imagines that a number of Moncler fans likely discovered Noir Kei Ninomiya and Richard Quinn www.monclersoutlets.com through Genius, for example.) "It's a great fit," Green said in a phone interview from London last week, of the relationship.
For labels that have made their name in a niche and since perfected it, one of the biggest struggles can be breaking from the self - imposed mold. While just 10 percent of Moncler's sales come from Genius collections, Moncler Outlet the strategy introduced the brand to a younger demographic: now, 40 percent of brand customers are of the Gen - Z and Millennial generations.
Put on that ill - fitted Moncler tee, take an hour - long bus trip out of town, and I've come home. For what it's worth, my mind was most happily fried by these moments: Grenoble's flying snowboarders introduced by INTO1, Jonathan Anderson's sensual employment of "Senza Fine" starring Sophie Okonedo and an excellent looking collection, and Matthew Williamson's partnership with Teezo Touchdown to debut the single "I'm Just A Fan" for the Alyx film.
"It feels - not worn as in it's dirty, but it doesn't feel completely crisp," Williams says. The atmosphere on the second floor where the men's collection is housed, is, on the other hand, entirely masculine: a space with depth and intimacy, created by alternating areas of shadow and light.