70 years
in piazza Duomo
1952 was the year when René Ramillon and André Vincent founded Moncler in a mountain village near Grenoble. Starting with the first famous down jacket worn over overalls by workers in that small establishment from which the brand takes its name, Monestier-de-Clermont, the company is still today synonymous with excellence and performance. Seventy years spent creating garments tough enough to guarantee protection under the most extreme weather conditions, seventy years of groundbreaking history in the mountains: in celebration of the anniversary of its founding, Moncler is going on a different adventure this time. An expedition inside an extraordinary heritage, to retrace a past studded with successes, reliving the images that have made the brand famous throughout the world as a symbol of quality and passion.
It was 1954 when Italian climber Erich Abram and his team conquered the summit of K2, dressed in Moncler's original Karakorum down jacket. A groundbreaking model at the height of an adventure that went down in the history of mountaineering and that lives on in every Moncler garment to this day.
In 1968, Moncler clothing accompanied the record-breaking performance of the French ski team at the Grenoble Winter Olympics.
In 1972, Moncler created the first uniform for alpine ski instructors - seen here in Alpe d'Huez, France - starting a tradition that continues to dress ski instructors from generation to generation.
In 1986, the Moncler down jacket became an icon of style and pop culture for the young Milanese Paninari, portrayed here in this jacket by the cast of Bruno Rukauer's film "We Love Simon le Bon."
In 2013, 370 models walked the runway and accomplished the extraordinary feat of bringing the mountain to Gotham Hall during Moncler Grenoble's fashion show at New York Fashion Week. From 2010 to 2017, events in the Big Apple celebrated the brand's heritage by showcasing the evolution of models in different languages, including art, performance, dance and sports.
To celebrate the brand's IPO on the Italian stock exchange in 2013, which was the most successful ever on the European market, a group of skiers dressed in Moncler clothing lined the steps of Palazzo Delle Borse.
Also in 2013, Moncler and guest designer Pharrell Williams teamed up to create the iconic Moncler Lunettes eyewear line.
Moncler's down jacket is definitively anchored in the collective imagination through the lens of one of the most representative photographers of our time, Annie Leibovitz, in the AW14 campaign.
Moncler's nonconformist spirit is evident in 2019 in the "Genius is born crazy" campaign by Yoyaka Soma, in which a nine-year-old Japanese drummer who can not read music plays by ear, proving that you are never too young to be a genius.
The first year of Moncler Genius collaborations ends with an extraordinary collection designed by Pierpaolo Piccioli, creative director of Valentino. It is under the sign of the values of creativity, imagination and sharing that have always guided Moncler's choices.
The Moncler down jacket becomes maximalist couture in British avant-garde designer Richard Quinn's visionary collection for Moncler Genius.
Italian mountaineer Michele Cucchi shares a picture of himself climbing K2. It is part of the first Moncler Voices social campaign, which asked inspiring people: what does Moncler mean to you?
2021 establishes Moncler Voices as a social platform dedicated to creative collaboration, where photographers have the opportunity to share their unique perspectives with the brand's global community.
An ode to the love story that has linked Moncler to winter since its beginnings, with model Mao Xiaoxing and dancer Mamadou Dahoue in a bright red embrace in the "We Love Winter" campaign.
But Moncler is not just synonymous with winter. The brand's relationship with the warm season is renewed with a campaign celebrating summer, warmth and closeness, through the unique and disruptive voices of emerging international photographers.
The Born To Protect campaign addresses a key issue of our time: the need to preserve the future of our planet, reduce the impact on it and promote the circular economy: "In the past we climbed mountains, today we have to move them".
Extraordinary Forever is a global campaign that shares the highest peaks of the photographic archives of the past decades and from their rediscovery lays the foundation for the new challenges that the future holds. A bold story emerges from a mosaic of individual moments, captured by many lenses in a multitude of people, voices, faces, and places. The snow-capped K2, the Grenoble Winter Olympics, the youth culture of the Paninari, the spectacle of haute couture and unbridled Genius: each peak reached by Moncler represents a shared milestone. From the mountains to the moon and back to planet earth, Moncler's journey is a story of continuous challenges, courage, and community. The same community, after 70 years of shared experiences, is ready to write together, new moments of Moncler's extraordinary history.
WATCH THE EVENT
WATCH THE EVENT