Moncler set a new standard for creativity and cultural integration with its City of Genius event in Shanghai. The event featured ten guest designers, over 8,000 attendees, and 57 million online viewers, demonstrating Moncler’s focus on Asia’s market. “Shanghai, for me, is a significant city. And China has always been important for us not only for revenues but because of the culture here,” shared Remo Ruffini, Moncler’s chairman and CEO, reflecting on the significance of Asia for the brand.
Asia’s Growing Influence on Moncler
Moncler’s presence in Asia extends beyond cultural importance. In the first half of 2024, Asia contributed 49% of the brand’s sales, marking a 12% year-over-year growth, even as other luxury brands faced challenges. Moncler’s success in the region was no accident. “We have an outstanding team and an excellent understanding of the Chinese consumer,” said Roberto Eggs, Moncler’s chief business strategy officer.
Ruffini emphasized this sentiment: “In terms of service, in terms of experience, in terms of visual merchandising, we have a powerful local team that keeps on giving.” This strategy ensures that Moncler stays connected with its customers and nurtures internal talent.
The City of Genius: A Creative Playground
The event took place at the historic CSSC Pavilion along the Huangpu River. Spanning 30,000 square meters, the venue transformed into ten creative neighborhoods, each designed by one of Moncler’s co-creators. The star-studded lineup included Donald Glover, A$AP Rocky, and Chinese artists like Xu Bing, showcasing an eclectic mix of talent. As Ruffini noted, “We are all born Genius, and uncreative behavior is learned through growing up.”
Each designer brought their vision to life with standout installations like Rick Owens’ “Demountable Mountain Refuge,” available for purchase, and a Jil Sander runway show. The event embodied a four-hour cultural extravaganza akin to a Biennale, complete with a racing track and Moncler’s signature puffers.
Global Reach and Star-Studded Performances
The event gathered celebrities like Anne Hathaway, Rihanna, and Jada Smith, while 57 million people tuned in via platforms like WeChat and Weibo. Attendees enjoyed live performances, including a captivating Yue opera by Chen Lijun and a set from artistic director Henry Lau.
Moncler’s approach emphasizes global connections. “In 2018, I stopped the fashion show and started Genius because the world was changing,” Ruffini explained. In past events, the brand has evolved to feature talent across different industries, including Pharrell Williams and Alicia Keys. This long-term strategy ensures Moncler stays relevant across markets.
Looking Ahead: The Next Chapter
Moncler hinted at expanding its Genius concept to new regions. “I think it will be outside Asia to touch different cultures,” said Ruffini, suggesting that the next edition might occur in the United States. Investors eagerly await the company’s upcoming earnings announcement, hoping the event’s energy reflects positively on its financial performance.
The City of Genius was not just a showcase of fashion but a celebration of culture, creativity, and community. With its success in Shanghai, Moncler has solidified its position as a forward-thinking brand with a deep understanding of its global audience.
