Some of the biggest names in the industry have pulled out all the stops as London Fashion Week comes to a close, putting their best foot forward to captivate audiences and astound critics. No one has generated more awe than Moncler Genius.
The collaborative project, Moncler Genius, which serves as the creative arm of the Italian luxury brand, gives creatives the freedom to experiment and come up with ideas. This encourages the development of goods that spark dialogue and advance culture. The creative sub-label of Moncler maintained its tradition at LFW this year by producing "Art of Genius," an event designed to completely immerse guests in the universe of the renowned outerwear brand.
This captivating exhibition, which was equal parts fashion show, art installation, and nightclub, showcased some of the most recent products from Moncler Genius and its long list of collaborators, and it did not disappoint.
An icy-glacial simulator created in partnership with adidas Originals, a haunting Rick Owens exhibit evoking a scene from Dune 2021, a foam rave with Palm Angels and London's Boiler Room, and a unique glamping experience created in collaboration with Louis Vuitton's recently appointed Creative Director Pharrell Williams were among the featured projects at the event. Other displays included what could be best described as a sizable zen sandpit by Salehe Bembury, an adorable animatronic peep show from FRGMT, and a recording studio run by JAY-Roc-Nation Z's with producer Mike Dean sampling guests' voices and recording them to create original tracks on the spot.
A co-creation of monster proportions with Mercedes-Benz, in which Moncler Genius collaborated with the automaker's in-house genius Gorden Wagener to recreate one of the luxury automotive brand's classic designs, was the highlight of the genre-blending exhibition. A Mercedes G-Class that had been "puffer-fied" and was perched atop a rotating fake mountain was visible in "PROJECT MONDO G," inspiring reactions ranging from wonder and surprise to complete bewilderment.
“When we launched Moncler Genius in 2018, our ambition was to create and share new energy with new communities while going beyond the conventions of the fashion sector and collaborating with extraordinary talents to create something totally new and unexpected.“ says Moncler CEO Remo Ruffini.
It's obvious that Moncler Genius is once again the focus as London Fashion Week comes to an end. In order to embrace innovative thought, Moncler Genius pushed the envelope of what was possible at the nexus of art, design, entertainment, music, sport, and culture. However, the label only showed a portion of what is coming up before the year is out.