The Mon­cler Ge­nius Pro­ject

The point of this ex­er­cise, which started in June: Keep the con­ver­sa­tion go­ing (and cash reg­is­ters ring­ing) for the Ital­ian brand with monthly re­leases of its fa­mous down jacket – rein­vented by some of the hottest in the fashion com­mu­nity – for eight mont

Herworld (Singapore) - - INNOVATION -

If a fashion la­bel launches a col­lec­tion, and no one is there to ’gram it, does it hap­pen at all? Mon­cler wants to make sure that peo­ple do, now that it has done away with its twice-a-year Gamme Rouge and Gamme Bleu launches. In their place: a monthly cap­sule that in­volves mul­ti­ple big names and up-and-com­ing designers.

The large-scale pro­ject – which took two years to prep for – is the brain­child of CEO Remo Ruffini, who ex­plained to news web­site The Busi­ness of Fashion that “you can­not talk to your cus­tomer every six months, you need to talk every day”.

Mon­cler Ge­nius brings to­gether seven designers and one stylist – Valentino’s Pier­paolo Pic­ci­oli, Si­mone Rocha, Craig Green, Noir’s Kei Ni­nomiya, Frag­ment’s Hiroshi Fu­ji­wara, Palm An­gels’ Francesco Ragazzi, Mon­cler Greno­ble’s (the brand’s tech­ni­cal ski line) San­dro Man­drino, and Karl Tem­pler – to each put their spin on Mon­cler’s iconic puffer jacket.

The designers will drop their own themed col­lec­tions in their re­spec­tive months. Fu­ji­wara was the first to kick things off with a men’s cap­sule. This month, it’s Ni­nomiya’s, shown here, with down jack­ets, vests, and skirts ma­nip­u­lated into geo­met­ric shapes. A Comme des Gar­cons pro­tege, he is known for his ex­pertly sculpted and com­plex de­signs, mostly in black.

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