Moncler and 10,000 Guests Celebrated The Art of Genius at London Fashion Week
Some are saying Vogue Runway walked so that Moncler Art of Genius Fest could run but by looking at the videos from inside London’s biggest party there truly is no comparison.
Photos: Jamie Salmons via GQ
We’ve seen how designers and brands are bringing their runway shows closer to the public, Balmain Festival did it last September, last night London experienced Moncler’s “The Art of Genius” massive immersive live event.
This wasn’t your average live event where someone like me, meaning someone who isn’t a celebrity or fashion industry titan, can attend. Moncler really took it to the next level and pushed the boundaries as more than 10,000 tickets were issued with over 40,000 more people trying to get in! Amongst the guests were Justin Bieber, FKA Twigs, Louis Vuitton’s Pharrell Williams who prosecuted one of the spaces at the venue titled “The Art of Terrain”.
Photo: Moncler
The installation of the event was insane just as the fashion which was top notch!
A multi-platform experience showcasing fashion through a more innovative and engaging form. The power of communal experience is something Moncler has been pushing forward, in an effort of democratizing fashion. Back in 2019 Moncler MONDOGENIUS led a digital experience led by household names like this year's leading performer; Alicia Keys. Joining all of Genius, a Moncler subdivision, including all the collaborations that have made up the project. A virtual experience that took us around the world as we followed 11 different designers and submerged into their creative spaces.
This time around that same emphasis on celebrating community and collaborations shined through. Fitting enough as all we seem to want to do is to connect and engage, whether it be through a screen or in person we are all hungry for more images, more content, more ideas, more information, more products, more consumption. Which is why it is key to remember that none of this engagement can not occur without people, so coming together is the most important.
Music was an essential element and lucky ticket holders got to see Alicia Keys, Little Slimz and Cleo Sol’s performance titled “The Art of Dreaming”. (Alicia Keys has an upcoming Moncler x Alicia Keys collection)
One of the night's biggest platforms went to Monclers collaborator Mercedes-Benz - a brand known for supporting fashion all around the globe - presented a futuristic sculpture of a G-Wagon adorned with Moncler signature puffy jacket. Dancers and led lights adorned the stage as Project Mondo G art piece. Adidas, who is also an active collaborator with Moncler, had an installation that was just as impressive, showcasing the co-created collection City of Summit.
Other collaborators included Rick Owens’ The Art of Design, FRGMT’s The Art of Love and Jay Z’s The Art of All by Roc Nations.
Photo: David M. Benett via British Vogue
Celebrating magic that happens when geniuses come together under a fantasy world filled with flying dancers, robots, models suspended on boxes, little worlds that resemble something out of a Black Mirror episode. An immersive experience I am hoping will be hosted in every major city in the world.