Moncler Genius at Maxfield
Change is inevitable, and for Moncler, imperative. The timeless Italian-based brand, founded in 1952 and known for their cold-weather functional, city-wearable outerwear, celebrates the new vision of Moncler Genius.
A commitment to creativity in form, and credibility in function, remain foundational to the brand, as they incorporate stylized elements of the classic down jacket through their collaborations with various designers. In the lot of Maxfield LA, Moncler showcased the eight collaborative projects that include: 1 Moncler Pierpaolo Piccioli, 2 Moncler 1952, 3 Moncler Grenoble, 4 Moncler Simone Rocha, 5 Moncler Craig Green, 6 Moncler Noir Kei Nimomiya, 7 Moncler Fragment Hiroshi Fujiwara, and now, 8 Moncler Palm Angels by Francesco Ragazzi, which launched at the event. The collections are made available exclusively at Maxfield LA.
The evening included a DJ sets by Zuri Marley and Taco as well as a special performance by ASAP Ferg. A wall of hundred dollar bills water-fall into a Lamborghini as guests like Brandon Thomas Lee, Jeremy Strong, Luka Sabbat, Patrick Schwarzenegger, Tylynn Nguyen, Shaun Ross, and Tommy Lei joined other influencers of the in their major Moncler outfits.
The Moncler Genius Building, which launched earlier this year, serves as the manifestation of the Moncler Genius roots: creativity, authenticity, and originality. For Moncler, consumers are individuals with unique tastes and palettes that make up a collective whole. This is apparent as each new collection in this re-birth represent a singular, yet equally important, aspect of the brand. The elements in each project marry those elements inherent in the Moncler brand, to propel a new image and maintain a powerful vision: Moncler, one house, different voices.
Moncler Genius installation will be at Maxfield through October 22nd, 2018
Written by Sundai Johnson
Photos courtesy of Moncler Owen Kolasinski/BFA.com