The night before,
Taking to the catwalk at London Fashion Week, the French label previewed a series of collaborations with global brands and personalities, while also pushing the boundaries of a combination of art, design, entertainment, music, sports and culture. Taking place at London’s Olympia venue, the event welcomed an extensive line-up that included Alicia Keys, Pharrell Williams, Mercedes-Benz, Palm Angels, FRGMT, adidas Originals, Salehe BemburyJay-Z’s Roc Nation and Rick Owens, who presented an independent collaboration with Moncler.
Musically, Grammy Award-winning singer-songwriter Alicia Keys performed a set of her most famous anthems, and also chose to share the stage with BRIT and Mercury Prize-winning musicians Little Simz and Cleo Sol. The show was called “The Art of Dreaming,” and it was a display of intimacy and strength, as Keys was accompanied by a crew of choreographed dancers — all of whom were seen wearing designs from the upcoming Moncler x Alicia Keys collection.
Additionally, Pharrell Williams’ ‘The Art of Terrain’ show saw Louis Vuittons new Men’s Creative Director bring his vision to the surreal countryside. Revolving around the idea of camping – or ‘glamping’ – his set was complemented by bright green grass and sought to inspire people to enjoy the great outdoors, allowing it to inspire and create beauty.
A standout moment from the show came in the form of Mercedes Benz ‘The Art of Imagination’. He welcomed the dancers to the stage who performed in a low-gravity chamber while frozen graphics flowed on transparent LED screens. Finally, an artist rendering of its new “ultimate breakthrough machine” was revealed — this was a new piece of Mercedes artwork titled “PROJECT MONDO G” — and it was the classic Mercedes-Benz off-roader G-Class, covered in a Moncler puffer jacket.
Other highlights came from FRGMT’s “The Art of Love” which featured a robot peepshow, animated by Hiroshi Fujiwara’s futuristic vision of emotional connection, while Jay-Z’s “The Art of All by Roc Nation” revealed cutting edge sounds that allowed guests to become creators and contribute their vocals to engineering by Jay-Z’s award-winning producer, Mike Dean.
adidas Originals’ ‘The Art of Exploration’ focused on stepping into the unknown. The collection took on contemporary elements – all sourced from both the city streets and the mountaintops – and its event was complemented by gusts of frozen fog, sound effects and scaffolding that showcased the adidas Originals x Moncler co-created collection, ‘City to Summit. “
For Salehe Bembury, his first collection came in the form of a spinning rock that featured his signature pattern. The rock sought to manipulate the elements around it by creating a raging storm, while also exploring the connection between the human touch and nature.
Rounding things off, Rick Owens’ “The Art of Design” allowed guests to experience Owens’ elegant take on design—guests also welcomed an outdoor dance floor after party, where a roster of DJs played. “The Art of Design takes the aesthetic bubble concept of our latest collection with Moncler further: into a personalized, quietly considered and introspective bubble as a custom sleep hood – with clothes to match,” said Owens.
You can take a closer look at what went down at Moncler’s “The Art of Genius” event above, and in other news, check out PRONOUNCE’s Fall/Winter 2023 collection.