MILAN – The COVID-19 pandemic does not interrupt the deployment of the latest Moncler Genius collection worldwide, but with very localized initiatives.
The 7 Moncler Fragment Hiroshi Fujiwara collection will be released on July 2 and the company has developed a hybrid physical and digital strategy across Japan, China and Europe. The project mixes different media, connecting e-merchants, partners and wholesalers, adapting each activation to the regional culture.
“This is the third year of the Genius project and I see an evolution every year, an additional layer to our long-term strategy and vision,” said president and chief executive officer Remo Ruffini at WWD. “This upcoming launch of 7 Moncler Fragment Hiroshi Fujiwara, at this particular time, offered the opportunity to create an even more diverse approach to our customer base, focusing on our digital capabilities.”
The launch in China was delivered on Tuesday during a live event with a team of local creators and in two hours it reached more than 17 million views. Singer and actress Victoria Song, comedian Pang Bo and television host Nic Li discussed the collection, moving from a ramen shop to a futuristic studio setting, while giving style advice on the new range . A Fragment truck will move from one store to another on July 1 and 2 to serve customers with street food inspired by the video ensemble, culminating in the Reel shopping center.
Ruffini highlighted the growing relevance of Asia and China to the brand. “The Asian market is showing positive signs with different nuances country by country,” he noted. “The Chinese market is showing strong signals of enthusiasm in the attitude of consumers and their willingness to buy. In Japan, consumers emerging from isolation have also shown their willingness to return to a kind of normalcy. Today, more than ever, I think it will be essential to stay close to our customers by offering a tailor-made engagement and an emotional experience in tune with their local reality, but while remaining faithful to the DNA of the brand. . “
In Japan, the home of Fujiwara, Moncler believed in a more customer-centric strategy. Bringing together in partnership with Japanese actor and singer Tomohisa Yamashita and director Genki Ito, Fujiwara has released a film that explores a conceptualization of choices, with the protagonist moving in the night from a ramen bar in Tokyo. “The choices he makes contribute to forming a new version of himself, which the director claims to be the true sense of fashion,” said Moncler. “The decision-making process for Tomohisa’s characters is visualized with a confrontation between a vintage MS-DOS type aesthetic that symbolizes his mind, and a vision guided by the droids of the future; a cultural collision typical of Fujiwara’s creative production. And as his work is still deeply rooted in music, it should be soundproofed by the creator’s new original composition, “Territory”. On Monday, the film was screened at Shibuya Crossing in Tokyo. The collection was previewed to Fragment fans via a Dictionary function on the Line social platform, as well as a Spotify playlist selected by hand by Fujiwara.
The world tour ends in Europe, with a live DJ confrontation presented by Moncler and Matchesfashion. Benji B begins the evening with a set in London, then the relay is passed to Licaxxx in Tokyo, with the sound shock transmitted to a world audience via IGTV.
The collection is presented in the “Not in Paris” project, an online exhibition organized by Highsnobiety from June 24 to July 2, which fills the void in Paris Men’s Fashion Week canceled by the coronavirus pandemic.
This season, Fujiwara’s main slogan is Fragment Loves Mountain, displayed on matte nylon jackets – a nod to Moncler’s mountaineering history. In collaboration with British leather specialist Lewis Leathers, Fujiwara has revisited his biker jacket, including one in lacquered nylon. There are bomber jackets embroidered with the cover of Kool & the Gang’s Spirit of the Boogie, and sweaters with the longitude and latitude of Fujiwara’s favorite restaurant in Paris. The collection is almost entirely black with yellow, green and blue flashes. Accessory elements include canvas bags and a Converse Chuck 70 capsule.
Ruffini overturned the business model and strategy of the company by launching Moncler Genius in 2018, a series of drops and capsules with designers ranging from Pierpaolo Piccioli to Simone Rocha and Craig Green, to name a few – some.
According to the Moncler Genius business model, each collection is distributed individually through monthly, physical and digital projects.
In February, Ruffini revealed that the new chapter in the Moncler Genius included a collaboration with JW Anderson, a suitcase with Rimowa and an electric bike with Mate.bike. In addition to Hiroshi Fujiwara Fragment, the 2020 program also includes: Sergio Zambon and Veronica Leoni for 2 Moncler 1952; Sandro Mandrino for 3 Moncler Grenoble; Simone Rocha; Craig Green; Matthew Williams of 1017 Alyx 9SM and new creative director of Givenchy; Richard Quinn and Poldo Dog Couture.
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