For those who are fans of Moncler Genius, you'll know that a fundamental part of their collaborative initiative is to unite creative minds together to breach new boundaries within the fashion industry and beyond. Now, for the first time, Moncler Genius broke down physical borders to unite and connect people around the world with MONDOGENIUS, an immersive digital experience into the culture of Moncler that took global communities on a journey through five cities, sharing the creative visions of 11 designers, all under one show.
For the opening event, which took place in Milan over fashion week, Moncler's global partner, Alicia Keys, led the audience through MONDOGENIUS, an interactive video spanning 11 collections created in collaboration with 11 notable designers in five cities across the globe including JW Anderson, HYKE, 1017 Alyx 9SM, Craig Green and more. During the viewing, Keys interacted with singer and actress Victoria Song, who was live herself from Shanghai, the show streamed via a dedicated microsite as well as more than 30 platforms including social media, e-tailers, websites and media outlets, giving all audiences the possibility to access the journey.
Taking viewers from Milan to Shanghai, Tokyo to Seoul, then to New York and back again, the MONDOGENIUS story is all-encompassing. With an aim to unite communities and spanning generations, Moncler gave each viewer the opportunity to belong. A digital experience that taps into our virtual age, MONDOGENIUS opens up the space to make room for innovative ideas and creative expression,
“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." Chairman and CEO Remo Ruffini noted in a press release.
"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,” He continued.
Watch the full Moncler MONDOGENIUS film, below.