Dedicated to the denizens of the city, an attempt to repay the unwavering loyalty that New Yorkers are known for, is the opening of Moncler's first flagship in New York. Predating the shop's opening is their campaign representing the colorful and diverse nature of the city’s hive mind, a collection of native New Yorkers moving in their natural habitat. 

With the hue of an autumn day in the city, one might have spotted the running of the New Yorkers to Fifth Avenue. In a cloud of white, like a fog moving slowly down the boulevard, growing larger as it floats closer and closer to its destination, its purpose is not to conceal but instead to beckon. 

The recognizable Moncler white Maya jackets ignite a path through the city's streets, up the subway steps, crossing its busy intersections, hopping out of a  cab that's just barely slowed to a stop, and the emblematic lounging on the front steps of a brownstone. 

The opening of a flagship store does not just define a new landscape of operations for the brand, but rather allows New York to be exhibited by what makes it undeniably attractive. The opening of the first flagship acts like a living love letter to the embrace Moncler has found for itself in the people of New York. Finding itself in the arms of a place of constant motion and a perpetual rigor that feels like it was cultivated in the streets and the people of this city alone, doing so by first recognizing the unmistakable enduring spirit of New Yorkers.