Moncler Grenoble’s outdoor challenge

«St. Moritz is my second home, and it is Moncler’s second home». Remo Ruffini does not hide his love for the mountains, especially for the renowned swiss resort, which was chosen as the venue for the presentation of the Grenoble collection, the brand’s most technical line.

Amidst its snow-covered woods, in front of a gathering of celebrities including Anne Hathaway, Willow Smith, and Kate Moss, the fall-winter 2024/25 collection essence paraded as a tribute to the Brand’s outdoor spirit, which aims to shine in the group’s universe more than ever. Amongst pristine ski suits, voluminous faux furs, geometric-patterned padded jackets, layered looks, and branded accessories, a super cast presented the collection in a unique natural setting, just steps away from the Clavadatsch alpine hut. Models such as Vittoria Ceretti, Mica Argañaraz, Irina Shayk, Joan Smalls, Candice Swanepoel, Taylor Hill, and Mariacarla Boscono showcased technical jackets adorned with geometric inlays reminiscent of traditional quilts, Aran-patterned jumpsuits, knitted puffer jackets, and voluminous pieces made from virgin and alpaca wool.

In a mix of inspirations, amidst performances and creativity for both men and women, shirts transform into ski jackets, embroidery and crochet embellish technical items, and flannel is laminated to be suitable for the slopes. Functional shapes, some generated with Artificial Intelligence and then designed by creative minds to achieve oversized volumes, are highlighted by the combination of diverse materials. There is also a focus on technical accessories, starting with snowboards created in collaboration with Shaun White’s Whitespace.

«My goal is to balance the weight of the Genius, the Collection, and the Grenoble in terms of perception», Remo Ruffini explained. «This label has given us the opportunity to have a, perhaps too small, presence in sports, and for this, we need to believe in it more. We belong to and are rooted in the sports world, in the mountains, in skiing, and in active sports... For the past two years, we have also expanded into summer activities such as hiking and biking, a segment that is becoming increasingly relevant, especially in the US and Asia, particularly after Covid-19, when there was a rise in interest in a healthy lifestyle». As part of this initiative, we decided to open a new store entirely dedicated to the Grenoble on Via Maistra, in the heart of St. Moritz’s shopping district, where the first Moncler store opened 20 years ago.

Designed by the architectural firm Küchel Architects, the 300-square-meter boutique has been constructed to high standards in terms of energy efficiency and environmental impact, drawing inspiration from the distinctive landscapes of the Engadin with natural finishes and textures. Therefore, it completes a full circle. «The show and this first Grenoble store show how much I believe in the project. In addition, a few years ago, we invested in opening a Grenoble factory in Europe (in Romania, ed.) to bring the technical know-how that many brands have outsourced to Asia back to the Old Continent»; Ruffini added. «From a stylistic perspective, we have always worked hard, yet we may not have effectively conveyed this commitment in our communication. Now we aim to focus on the product and explain what it means to combine performance and style. For the upcoming winter, from a creative point of view, our women’s collection will be less quiet, while the men’s collection will remain clean-cut. Quiet luxury has exceptionally worked for us in menswear, but I believe there will be room for creativity as well», he continued. The trend of winter sports has recently conquered several fashion houses, including Louis Vuitton, Balenciaga, Fendi, Brunello Cucinelli, and Bottega Veneta.

«All the other luxury brands that have dedicated collections to skiing challenged us», he underlined. We plan to replicate this kind of events, creating unique experiences for the Brand’s community. «I do not think we will bring the Grenoble to the fashion week universe. We will organize traveling events and experiences similar to this one», Ruffini further clarified. He is reaping the rewards of a successful 2023. While awaiting the year-end financial statement scheduled for february 28, the Group ended the first nine months of the year with consolidated revenues of 1.8 billion euros, representing a 17% increase, positioning itself as the leading Italian fashion Company in terms of market capitalization. «Knowing where I started from, this makes me proud», Ruffini concluded. «I have always aimed to build a great brand, and my focus has never been solely on revenue; this result is surprising even to me». (All rights reserved)