Guests were driven up a mountain for drinks and appetizers at the Clavadatsch lodge, before walking into a snowy forest that was bathed in red light. Moncler passed out branded headphones to make the show feel more immersive along with thermoses of sake, mulled wine, or hot tea. Then guests, who were all wearing cream-colored Moncler bubble capes, made their way to their seats, which lined the unconventional catwalk that took models on a zig-zag pathway up and down a snowy mountain. As the music played, a light show began and a procession of models (Joan Smalls, Emily Ratajkowski, Adut Akech, Mariacarla Boscono, Natasha Poly, Irina Shayk, Liya Kebede, and more) walked out wearing an array of looks including sophisticated ski pants and parkas for the slopes along with more fashion-leaning après-ski looks like knit coats with a fair isle print, color block hoodies with intarsia Moncler logo, and coats with shearling details. Moncler wants customers to wear the brand year-round.
Ruffini says with Grenoble they aren’t going for an Alpine skier but rather a younger one who freestyles. He’s hoping that each brand (Genius, Collection, and Grenoble) will be on equal footing in terms of revenue at some point, but right now Moncler Collection drives the most business.
But according to Ruffini, what is most important to each brand is energy.
“Energy for a brand is everything,” he said. “To build a strong brand, you need a strong energy behind everything. Behind the HQ, the people that work for you, the people in the store interacting with your customer. Energy and uniqueness are two important words.”
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