Leave it to Moncler, the edgy outwear brand, to put on a fashion event to end all fashion events (quite literally) yesterday in Milan.
The down-loving label announced late last year that it was shuttering its Gamme Rouge and Gamme Bleu lines from designers Giambattista Valli and Thom Browne, declaring, “this is the end of the fashion show.”
But that end morphed into an octet of new beginnings on the opening night of Milan fashion week, with eight splashy designers each unveiling a new line for Moncler.
The project, dubbed “Genius,” will flout the traditional fashion calendar, with a different line released each month beginning this summer — a clever idea in a world that favors season-less designs and year-round shopping.
The eight collections ran the fashion gamut — from Valentino creative director Pierpaolo Piccioli’s “Handmaid’s Tale”-meets-“Game of Thrones”-meets-Darth Vader looks to Victorian noir styles from Simone Rocha, plus more practical mainstream puffers and vests by Karl Templer.
The presentation itself was an artistic feat befitting the all-weather brand, with models strutting through craggy snow peaks or lying on the ground in snow-angel formations (projected on a massive reflective wall) and a miniature dog park with sculptural pups showing off their own Moncler puffers.
Even with all the flashy fun, the success of such an endeavor comes down to the designer’s creations — and fortunately, all eight came through at the top of their games.