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There are collaborators, and then there’s Hiroshi Fujiwara. Nicknamed “The Godfather of Streetwear,” the designer, DJ, producer, and street style tastemaker is the undisputed king of collaborators. We spoke to the polymath about his Moncler x FRGMT SS25 collection and how the two brands balance subtlety with deep cultural references.
Fujiwara’s brand, “fragment design,” is one of the most sought-after labels on the planet. Through hallmark collaborations with Nike, Travis Scott, Louis Vuitton, Starbucks, Maserati, and BVLGARI his collections often reimagine functionality and technical expertise with high-end materials. However, it’s his collaborative efforts with Moncler that have stood out as some of his best work. The new SS25 collection builds on the foundation of the blockbuster Moncler 7 Fragment Hiroshi Fujiwara Fall effort from 2018 and brings with it numerical graphics, embroidery, and Y2K hits.
Every detail points to Fujiwara’s unique ability to showcase wide cultural references, and none is more obvious than the cartoon kitten and bunny creations by viral Korean illustration studio Nayeon & Rang that are featured alongside philosophical quotes such as Nietzsche’s “Without music, life would be a mistake,” and Aristotle’s “There is no great genius without some touch of madness.” It’s a campaign “Where nothing means everything” and the designer explains exactly what that means in our interview below.
MoM: Your latest Moncler Genius collection balances subtlety with deep cultural references. How do you approach designing pieces that feel both minimalistic and profoundly expressive?
“My approach is rooted in authenticity—designing pieces that reflect my own personal style and needs. This connection makes the designs more relatable and genuine. The minimalism allows cultural references to stand out, giving each piece a sense of simplicity while still carrying deep meaning. The collection is a reflection of my experiences and influences during its creation, blending the understated with the expressive.”
MoM: The collection plays with contrasting elements—from slick black nylon to whimsical Y2K-inspired graphics. What drives your fascination with juxtaposing aesthetics in your work?
“I enjoy experimenting with diverse patterns and aesthetics in each collection as a way to reflect my evolving mood. By combining contrasting elements, I create a sense of depth and complexity, allowing different influences to come together and enrich the overall design.”
MoM: You’ve collaborated with Moncler Genius for years. How has your vision evolved with each collection, and what new challenges or inspirations shaped this latest drop?
“As in all relationships, I try not to be all about myself and my needs, I respect Moncler’s directions and honor their opinions as much as they honor mine. I think Moncler is forward thinking, always looking for new ways to showcase creative ideas. My mission in working with Moncler is to understand and emphasize the good aspects of the brand. I try not to go too far away from brand originality while exploring new ideas. I achieve this by studying the brand’s core codes—its craftsmanship, attention to detail, and commitment to quality—and finding ways to express those elements through my designs. By blending these foundational aspects with fresh concepts and modern silhouettes, I aim to create a collection that feels both innovative and authentically Moncler, appealing to both long-time fans and a new generation of consumers.”
MoM: ‘Where nothing means everything’ is a powerful statement. How does this philosophy influence not just this collection, but your broader approach to fashion and creativity?
“This statement perfectly encapsulates how I approach both this collection and my broader work. I believe that clothing should not only serve a functional purpose but also reflect individuality. Moncler has a rich legacy of producing exceptional outerwear that combines performance with elegance. In my work, I aimed to honor that heritage while infusing my own creative vision. By incorporating unexpected details, unique textures, and innovative silhouettes, I crafted pieces that not only stand out but also feel like an extension of who I am.”
Moncler x FRGMT is available now in select Moncler stores and on moncler.com linked below. We’ve included a full catalogue of still-life imagery below.
