Fashion Friends and Athletes Get Creative for #MonclerVoices

Sabino Pantone for #MonclerVoices campaign. Image courtesy of Moncler.
Remo Ruffini invited designers to respond an original image that embodies the brand’s dedication to creativity, exploration and sense of togetherness. Image courtesy of Moncler.
Francesco Ragazzi for #MonclerVoices campaign. Image courtesy of Moncler.
Matthew Williams for #MonclerVoices campaign. Image courtesy of Moncler.
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CoBo Social Market News Reports

 

Pierpaolo Piccioli, Hiroshi Fujiwara and Jonathan Anderson are among designers who will share original photographs for luxury outerwear brand Moncler’s new digital initiative.

 TEXT: Christina Ko
IMAGES: Courtesy of Moncler

 

Sabino Pantone for #MonclerVoices campaign. Image courtesy of Moncler.

 

As the fashion world collectively comes to terms with a decidedly non-jet-setting 2020, brands have scrambled to work out ways to engage with consumers without the usual fashion-week parades. Moncler, with its outerwear-focused line-up, might seem to be at an even greater disadvantage, what with lockdowns, quarantines and social-distancing disrupting not only ski season, but winter as a whole—first in the northern hemisphere, but now too, in the southern.

But the label is not sitting quietly through the pandemic. Last week, Chairman and CEO Remo Ruffini decided to reach out to an extensive list of names in his Rolodex with a proposition, to reflect upon the question, “What does Moncler mean to you?” He asked them to create in response an original image that embodies the brand’s dedication to creativity, exploration and sense of togetherness.

 

Remo Ruffini invited designers to respond an original image that embodies the brand’s dedication to creativity, exploration and sense of togetherness. Image courtesy of Moncler.

 

The campaign launched on 13 July, and will continue for several weeks. Called #MonclerVoices, the digital initiative pays tribute to the brand mantra that to harness uniqueness, you need to bring other voices in.

For a few years now Moncler has managed to successfully transcend its image as a one-ware pony by collaborating with designers across various demographics through its Genius line, from Valentino designer Pierpaolo Piccioli, whose puffer gowns were a futuristic fantasy; to Japanese streetwear sensation Hiroshi Fujiwara, who emblazoned Pokemon star Pikachu onto designs that launched earlier this month.

Of course, a campaign such as this is only as good as the authenticity and emotion of the images shared, but the first phase of photos exceeds expectations already. Palm Angels founder and Genius collaborator Francesco Ragazzi dug up a photograph of himself, aged four, with his brother in St Moritz in matching snow-white Moncler jackets. 1017 ALYX 9SM designer Matthew Williams showed himself cocooned in his own Moncler creation, sharing, “I was drawn to the scale of this jacket, the feeling of safety and security it has embodies Moncler for me, it has a soul. Emotions are abstract: the way my kids laugh, the way they smile and look at me, their unconditional love, such feelings motivate me. Watching them experience things for the first time and their awe and wonder at the world around them, it drives me forwards in life.”

 

Francesco Ragazzi for #MonclerVoices campaign. Image courtesy of Moncler.
Matthew Williams for #MonclerVoices campaign. Image courtesy of Moncler.

 

Fully encased in a Moncler snowsuit, explorer Michele Pontrandolfo recreated the Beatles’ iconic Abbey Road album cover, dragging a giant sledge across the zebra crossing in place of three bandmates. Simone Rocha snapped cherries and florals on a waterproof jacket; editor Sabino Pantone sent his jacket into the skies courtesy of a handful of helium-filled balloons, K-pop star Hwang Minhyun looked soulful at the beach and stylist Robbie Spencer’s cats found his coat to be a suitable substitute for their typical chosen bed of freshly tumbled laundry.

The brand has announced upcoming contributions from more of its friends and partners, including Piccioli and Fujiwara, as well as Loewe designer Jonathan Anderson, free diver Guillaume Néry and more.

 

 

 
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