An extraordinary artistic spectacle was unveiled in Milan on September 24. To celebrate Moncler’s 70th anniversary, the brand burned down the historic Piazza del Duomo in the heart of the city, with a performance led by pioneering French choreographer Sadeck Berrabah. Following the magical night that welcomed the local community, Moncler launched a 70-day program of special events and brand experiences around the world.
The anniversary programs mark an important moment for the Moncler brand, as Mr. Remo Ruffini, Chairman and CEO of Moncler Group, commented. “We look back on the path we have taken, and look to the future based on what we have learned and what we continue to dream of,” Ruffini explains.
As a Milan-based luxury label with French roots, Moncler will launch various initiatives outside of Europe and engage global communities, including China. . Since the brand entered China in 2009, it has established 62 offline stores and a wide digital presence in the region. With the grand opening of the ceremony, Storepc will overview Moncler’s dynamic activities in international markets and China strategy with a long-term vision.
Moncler .’s 70-year legacy
Founded in Monestier-de-Clermont, France in 1952, Moncler has undergone monumental transformations over the past seven decades. To celebrate its climbing history, the brand launched a global campaign called “Extraordinary Forever”, sharing photos of key moments from its archive. Among the highlights was the brand sponsorship of the French downhill ski team for the Grenoble Winter Olympics in 1968, and the Moncler jacket that became an iconic product of the culture. Paninari youth in the 1980s.
By shedding light on Moncler’s sophisticated evolution – from making gear for adventurers to designing luxury jackets – the legacy campaign reinforces the brand’s alpine roots and expertise. it’s in the ski show. More importantly, it enhances consumers’ understanding of brand culture and DNA, and helps them envision Moncler’s future potential.
Celebrate the anniversary with exciting activities around the world
A staple of both sportswear and street style, the Moncler Maya jacket has become an icon of the modern era and is one of the most prominent high-end jackets. Its timeless charm has made it an important part of this 70th anniversary celebration. Named Moncler New Maya 70, the hit coat collection will feature 13 special edition colors inspired by outdoor life.
Along with the limited edition of the Maya 70 series, the inflatable disruptor will also gradually announce its collaborations with seven world-renowned designers from mid-October to November, including Francesco Ragazzi – who Palm Angels founders Thom Brown, Hiroshi Fujiwara, Rick Owens, Giambattista Valli, Valentino’s Pierpaolo Piccioli and Pharrell Williams. Joining hands with these creative talents is suited to breaking boundaries and facilitating cultural immersion.
The highlight of which was the collaboration with Pharrell, he and Moncler launched an eyewear collection that both felt fresh and had a timeless classic. In addition to product-oriented projects, a multi-sensory journey – the world touring exhibition “Extraordinary Expedition” – will be offered to global visitors. Featuring an interactive experience and limited edition NFT rewards, these events will kick off in New York on October 5 and will follow through to London, Seoul, and Tokyo.
The story of Moncler with a China-focused mission
Moncler has demonstrated its strong commitment to China with localized marketing campaigns and product releases over the years. In the third quarter of 2022, Moncler continues to expand its product portfolio in China, with the introduction of the first fragrances for men and women, entitled The Moncler Pour Femme and Pour Homme, and the launch of the line new footwear named Trailgrip. In addition to implementing a broader segmentation strategy, the company has been proactive in attracting new audiences outside of fashion and luxury and branching out into art, lifestyle, design and sports.
As Ruffini stated during the first half of 2022 earnings call, “There is no future without the past, and the past alone is not enough to guarantee a bright future.” With a global campaign highlighting the various initiatives that have helped Moncler achieve success for more than 70 years, the luxury brand continues to strengthen its innovative brand image as an officially rooted brand. from a community-driven and digital-centric culture.
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