Moncler genius once again became the owner of the fashion week

As London Fashion Week draws to a close, some of the biggest names in the industry pulled out all the stops, putting their best foot forward to wow audiences and wow critics. Despite the complex imagery and anticipated debuts on the runway, none were more surprising than the Moncler Genius.

As an innovative extension of the Italian luxury brand, Moncler Genius is a collaborative project that allows creatives to experiment and imagine space, encouraging the creation of products that spark conversation and push culture forward. At this year’s LFW, Moncler stayed true to establishing a creative sub-label, creating the “Art of Genius” to fully immerse visitors into the iconic outerwear label’s world.

Part fashion show, part art installation, part nightclub, this spectacular show showcased some of the latest offerings from Moncler Genius and its extensive list of collaborators–and it didn’t disappoint.

Featured projects at the event include a glacier simulation with Adidas Originals, Rick Owens’ immersive exhibition reminiscent of the 2021 Dune scene, a bubble shoot with Palm Angeles and London’s Boiler Room, and a one-of-a-kind flashback. An experience designed in collaboration with Louis Vuitton’s newly appointed creative director, Pharrell Williams. Other exhibits include a giant Zen sandpit by Salehe Bembury, a beautiful animatronic performance by FRGMT, and producer Mike Dean, who sampled and performed guest vocals at JAY-Z’s Roc-Nation recording studio. Down to create custom tracks on the spot.

Highlighting the genre-blending exhibition Moncler Genius with Automotive Brands was a monster-sized collaboration with Mercedes-Benz that saw in-house genius Gordon Wagner create a classic design for the luxury automotive brand. Project Mondo G is a “puffer-burnt” Mercedes G-Class in all its exaggerated glory perched atop a rolling faux mountain, drawing from awe and wonder to confusion.

“When we launched Moncler Genius in 2018, our aim was to go beyond the conventions of the fashion sector and collaborate with exceptional talents to create something completely new and unexpected, creating new energy and sharing it with new communities,” said Moncler CEO Remo Ruffini.

The crowd looked like a who’s who of London’s creative, entertainment and fashion scene, boasting top names such as J Balvin, Hailey and Justin Bieber, Naomi Campbell, Marcus Rashford, Lewis Hamilton, Winnie the Pooh and Serena Williams. . This time the mood was really set but moncler not done, 10,000 strong spectators were invited to the main stage where Alicia Keys ran some of her biggest hits in the preview silver set. A collection she is co-creating with Moncler.

As London Fashion Week draws to a close, all eyes are clearly on the Moncler Genius. Challenging the boundaries of talent at the intersection of art, design, entertainment, music, sports and culture, Moncler Genius has created a mecca of entertainment that embraces creative thinking, and the label has only revealed a portion of what it has planned before the end of the year.

Go to monclerworld.moncler.com to relive the one-of-a-kind experience.