‘Not about products’: The genius of Moncler’s global, digital runway event

ia Song via livestream. People followed virtually and were taken on a trip to Shanghai, New York, Seoul, Milan and Tokyo.   Each city was portrayed through stylised graphics focusing on elements that are most known in those locations – for example, yellow taxis in New York and cherry blossoms in Tokyo. Then one-by-one, viewers were introduced to 11 Moncler Genius collections by various designers interpreting their vision of the Moncler brand.   The featured collections from designers such as JW Anderson, Gentle Monster and Palm Angels were realised through short films and performances unrelated to each other, but providing a true reflection of each artist and their vision for their Moncler Genius collection.   The broadcast aired across multiple channels and was met with phenomenal engagement worldwide.  The virtual experience measured a reach of 2.3 billion and more than 299 million views across all platforms. The bite-size Instagram recap video of the show has become the luxury brand’s most viewed piece of content on its channel with more than 13.5 million views. “Today is not only about products, but is even more about our communities and the culture we want to shape together. The world is changing, people do not want the same things as before, they demand and expect more from brands. Today, we must find new ways to connect and engage, becoming pioneers of new messages. The greatest inspirations I had in my life came directly from people and at Moncler we know that the more we inspire people, the more they inspire us.   “I truly believe in the power of connecting communities around experiences and creative visions. This is the principle that guided the creation of Moncler Genius for 2021,” Remo Ruffini, Moncler’s chairman and CEO, said. A new-age designer initiative What started out in 1952 as a small business in France creating padded sleeping bags and tents for high altitudes, the founders of Moncler changed course to produce the first down jackets to protect workers against harsh climates. In 2003, Ruffini took over the brand and turned it into the sought-after luxury ski-wear label it is today.  Known for its interesting high-fashion winter looks, the brand’s success is a result of his vision and innovative take on fashion.    Since then, Moncler has emerged as a status symbol. Yet behind the several-thousand-dollar down jackets lies a challenger brand. In 2018 Ruffini launched the Moncler Genius Initiative, a program to raise up independent established designers who align with Moncler’s brand ethos and vision. Why have one creative director when you can have several?  Moncler Genius has reimagined the frequency of traditional collections, switching from bi-annual collections to monthly collections and thereby appealing to a youthful audience with a more modern product drop strategy. This is an audience that appreciates innovation, unique dynamism and heritage that is part of Moncler’s DNA.   The game has changed The pandemic was the circuit-breaker the fashion industry needed for innovative brands to break away and try new tactics and technologies. Events like Mondogenius have set the standard for the industry’s progress into the next phase of fashion retail experiences.   “It has been a never-before-seen multi-dimensional digital and physical experience, reaching, connecting and engaging global communities across five cities and covering more than 30 platforms including social media, e-tailers, websites and media outlets,” shared a representative of Moncler.   Mondogenius was a huge achievement with many stakeholders involved to bring it to life.  As much as it was a fashion show, it was a feat of digital innovation and connection. To receive billions of views across 30 platforms simultaneously requires immense strategy, planning and execution.  We’re past the point of marketing to a few social media platforms. The game has changed and we must be playing in not just one universe, but the multiverse. While Moncler is globally recognised for its lavish ski-wear, it’s a brand that shifts alongside regular changes in fashion and consumer behaviour. If brands don’t have a finger on the pulse and intentionally make an effort to keep pace, they will not be equipped with the knowledge and tools to ensure their brand and products are in front of people. And to do that requires significant growth and transformation.    The beauty of Mondogenius 2021 was the way it prioritised its visionary designers situated all over the world and showcased the characteristics of both its designers and major fashion cities through authentic visual expression. It’s time large brands with power used that influence to make change and bring the industry and its extraordinary creatives along with it. Encore, Moncler!