During Milan Fashion Week 2019, Italian label Moncler unveiled its latest campaign titled Genius which draws a spotlight on global designers including Japanese designer Hiroshi Fujiwara who has launched his latest collection under the Genius banner.
Hiroshi Fujiwara loves vintage and military styles, which he mixes with urban and tech references. His design signature is occasionally subtle, but mostly assertive. Splashing bold lettering and mysterious slogans onto clean, functional pieces, Fujiwara turns the ordinary into something truly unique.
Aviator references and lots of Americana mix with Mod nods and even Pokémon touches in the 7 Moncler Fragment Hiroshi Fujiwara collection, which revolves around interpretations of the parka and the bomber jacket, under the slogan “Team Positive Force.”
A military green parka, for instance, sports a piumino hood, while the bomber sprouts contrast sleeves; mixes of sturdy matte nylon and shiny padded nylon highlight the construction of garments. The idea for Fujiwara is to mix Moncler’s technology and craftsmanship with his cultural references.
“Moncler Genius is the opportunity to mix different identities into a new one,” said Fujiwara, back during Milan Fashion Week. “It allowed me to test solutions and materials I have never used. The result is an unreleased Hiroshi, but it is also an unreleased Moncler.”
For the collection launch, Hiroshi Fujiwara worked with a team of acclaimed Japanese creatives for a short film starring actor and singer Tomohisa Yamashita and directed by Genki It.
The short film can be viewed above while you can see Fujiwara’s previous Moncler collection here. Be sure to scroll down to see highlights from the latest collection.
Moncler Genius is an ongoing strategy to keep the brand’s unique heritage and traditions alive, while having a clear vision of the future that speaks through different voices, in a progressive, even pioneering way. The tagline for Moncler Genius is “One House, Different Voices.”