Moncler is Taking Over the World’s Most Historical Cities for an Immersive 70th Anniversary Celebration
Celebrating its 70th anniversary, the French-founded Italian luxury fashion house Moncler has unveiled a new collection titled “Extraordinary Forever,” as well as a 70-day program of special events and brand experiences around the world.
RELATED: MONCLER GRENOBLE Fall 2022 Examines Otherworldly Essentials
The new brand statement will appear across the celebrations, which kick off with a global campaign that features milestones from the brand’s history, as well as an extraordinary travelling exhibit hosted in some of the most influential cities in the world, and a collaboration with the digital artist Antoni Tudisco for the design of seven special anniversary NFTs.
“This anniversary is an important moment for us as we look back at the path taken, whilst looking ahead to the future based on what we have learnt and what we continue to dream,” chairman and CEO of Moncler S.p.A. Remo Ruffini said in a statement. “As we step forward into our tomorrow, our brand legacy as well as our pioneering spirit will always guide us, continuing to give life to unique products and unique experiences … I want to thank all of those who dream with us every day: our Moncler family and our Moncler lovers. At Moncler, we dream together, not alone.”
Moncler’s Anniversary celebrations will first ignite the historical Piazza del Duomo in Italy, then will go on tour, visiting New York’s Highline, before moving on to London, Tokyo and then Seoul. Each city experience will recreate peak Moncler moments through vivid multisensory technology, bringing past, present, and future together through cinematic video, historical archives, and contemporary fashion heirlooms.
At the centre of this historical milestone, Moncler will celebrate its signature Maya jacket with a limited-edition redesign featuring a commemorative logo that will be available for a short time only. The exclusive Moncler Maya 70 is a commemoration of this moment and a fresh reinterpretation for Maya fans, featuring the anniversary logo, an infinity symbol wrapping the iconic mountain cockerel. The exclusive Moncler Maya 70 will be available in 13 exclusive colourways, including a special Platinum metallic version reflecting the traditional codes of a 70th anniversary.
Alongside this commemorative version, Ruffini invited seven designers to reinterpret the Maya jacket. These extraordinary designers include Thom Browne, Hiroshi Fujiwara, Rick Owens, Pierpaolo Piccioli, Francesco Ragazzi, Giambattista Valli and Pharrell Williams. Each has reimagined the jacket, with their creations set to be revealed one by one in a series of drops from October 15th.
Moncler will also expand its community and brand experiences in the metaverse with the introduction of 7 Moncler Non-Fungible Tokens (NFTs). Delivered in partnership with the web3 solutions platform Arianee, this series of NFTs has been created by the German digital artist Antoni Tudisco.
The first NFT artwork is dedicated to Milan and will celebrate the 70th-anniversary show, whilst the second will be available with the Platinum version of the new Moncler Maya 70 jacket. The remaining five NFT artworks will be part of The Extraordinary Expedition city experiences, where an edition of 500 NFT artworks per city will be made available.