In line with Moncler's recognisable spirit in establishing strong connections with communities, the Italian brand will showcase an 'artistic spectacle' in the historic Piazza del Duomo on 24 September, inaugurating a 70-day program of special events and brand experiences around the world. The show is directed by avant-garde French choreographer Sadeck Berrabah (Sadeck Waff) - known for challenging the human body through contemporary dance - and encourages everybody to take part, taking the 'exclusivity' out of fashion.
Playing on its 70th anniversary, Moncler's new logo - as seen on the Maya jacket - features an infinity symbol wrapping the iconic mountain cockerel with the number 70, which is played out across seven other interpretations of the signature jacket, helped by seven designers who have shaped the face of the brand as we know it. From Thom Browne, Hiroshi Fujiwara, and Rick Owens to Pierpaolo Piccioli, Francesco Ragazzi, Giambattista Valli, and Pharrell Williams, each designer's very own Maya creation will be revealed one by one in a series of drops.
Acknowledging that Moncler is not a brand led by one opinion, but many - inspired by the designers that have helped craft its vision - chairman and CEO Remo Ruffini said in a statement: 'This anniversary is an important moment for us as we look back at the path taken, whilst looking ahead to the future based on what we have learnt and what we continue to dream... Since the beginning, we have always pushed the brand and our ambitions towards higher peaks. I want to thank all of those who dream with us every day: our Moncler family and our Moncler lovers. At Moncler, we dream together, not alone.'
The statement 'Extraordinary Forever' will continue to appear in many guises throughout the celebrations ranging from a campaign detailing the brand's milestones throughout history to a collaboration with digital artist Antoni Tudisco, resulting in seven anniversary NFTs. Noting the importance of the statement, Moncler wrote in a press release that ''extraordinary' has always meant going beyond the expected, bringing magic to the ordinary, pushing creativity beyond limits and conventions. It is a force that drives, inspires and gathers communities of dreamers.'