Moncler sure knows how to put on a show. The launch of the extravagant French brand’s Genius line saw stars and 10,000 members of the public immersed in a cultural moment packed with a dizzying array of art, music, entertainment, sports, and of course fashion. The new line packed full of collaborations was showcased in Kensington last night bringing the penultimate day of London Fashion Week to a specular close.
Sprinkled among the guests were celebrities such as Pharrell, Hailey and Justin Bieber, Charli XCX, Naomi Campbell, Winnie Harlow, Jourdan Dunn, FKA Twigs, Alexa Chung, Lewis Hamilton, and Marcus Rashord, who all gathered to witness the immense occasion.
London’s Olympia venue was transformed into a blue-lit dystopian madness with mini-exhibitions highlighting their collaborations with Pharrell Williams, Adidas, Palm Angels, and Rick Owens. Jay-Z’s entertainment company Roc Nation also got its own platform allowing guests to record sounds that were then mixed live to create an “emotion-centred experience – because Genius lives within us all”.
Two and a half hours after the event commenced the legendary singer Alicia Keys took the stage performing hits ‘Girl On Fire’ and ‘Empire is a State of Mind’. She was joined by the nation’s favourite rapper Little Simz and R&B singer and Simz’s collaborator Cleo Sol to perform ‘Woman’. Keys wore her upcoming collaboration with Moncler performing in a stunning metallic silver trench coat with matching flares. The singer called the collection, which will be released in late March, “cool, easy, 100 percent New York – inspired by late ’90s streetwear, but with a twist”.
As always Rick Owens made a statement. After presenting his famous black maxi gowns and bulky coats in a dark smoke-filled room, he threw an outdoor afterparty complete with dancefloors and DJs.
Last September, Moncler celebrated its 70th anniversary in an equally over-the-top style when 18,000 people gathered at the Duomo di Milano in Milan to witness the performance delivered by 1952 models, musicians, and dancers (an ode to when the brand was established) dressed wearing limited-edition white Moncler Maya jackets. Oh-so fabulous.
Words by: Molly Sutherland
Header Image: Moncler Genius, Alicia Keys
