I am in a room filled with futuristic lounge furniture and an elevated stage at a 30,000-square-foot shipyard in Shanghai, China, next to the Huangpu River when Rihanna makes her entrance. The room falls silent as she walks in wearing an all-red catsuit with oversized shield sunglasses, accompanied by A$AP Rocky, the father of her children. The two musicians share a few laughs and sips of champagne before the models hit the stage, showcasing bright moto-inspired puffer garments in green, orange, and yellow. Rihanna captures the best moments on her phone as Rocky presents his Moncler Genius collection.
The event, part of Moncler’s City of Genius project, was like no other fashion show I had ever seen. Since 2018, Moncler has been collaborating with creative minds from various fields for its annual Genius project, with this year’s picks including Rick Owens, Jil Sander, Edward Enninful, and Donald Glover. The event felt like a festival ground, with attendees moving between different “neighborhoods” created by the collaborators. The atmosphere was vibrant, with music, go-karts, food carts, and enthusiastic guests adding to the excitement.
Although known for its puffer coats, Moncler transformed the utilitarian garment into a symbol of luxury and creativity. The collaboration with visionaries like Rick Owens and Jil Sander showcased innovative interpretations of the classic puffer design. Each collaborator built a neighborhood around their vision, from oversize willow trees to extreme climate stations, offering a unique and immersive experience for guests.
As I left the City of Genius, I realized that there was no perfect metaphor to encapsulate the experience. It was a surreal and extravagant fantasy that became a reality for a brief moment. Moncler’s decision to create its own world rather than conform to the traditional fashion show format was a refreshing and innovative approach. The event left a lasting impression, with each neighborhood and creative vision etched into my memory.
In a world where the fashion industry can feel formulaic, Moncler’s City of Genius offered a glimpse into a world of creative possibilities and boundless imagination. The event was a testament to the power of collaboration and creativity, showcasing the endless potential for innovation in the world of fashion. It was an extraordinary experience that reminded me of the importance of embracing the unexpected and breaking free from the confines of traditional norms. Moncler’s City of Genius was truly a celebration of creativity and imagination, a reminder that in the world of fashion, anything is possible.
