MILAN – As the brand prepares to unveil the latest Moncler Genius model in Shanghai, Chairman and CEO Remo Ruffini spoke to WWD about the decision to hold the event in the Chinese city.
The luxury brand, which refers to Shanghai as the “City of Genius,” has announced its latest roster of creative talent to co-create the Moncler Genius collection. They include some new names and friends of the house. “Girga Farm” by Donald Glover, an American actor, musician, writer, director, and producer. Chinese multidisciplinary artist Lulu Li. Mercedes-Benz by Nigo, creative director of Kenzo and Human Made. Palm Angels created and designed by Francesco Ragazzi. A$AP Rocky. Willow Smith. Rick Owens. Jil Sander designed by Luke and Lucy Meyer and Edward Enninful, Editorial Advisor at British Vogue and Global Creative and Cultural Advisor at Vogue.
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The brainchild of Ruffini, Moncler Genius was launched in 2018 and has been designed over the years by Pierpaolo Piccioli, Simone Rocha, Jonathan Anderson, and Craig Green, to name a few.
In addition to its signature line and Genius, Moncler also includes the Grenoble collection. In the first half of this year, Moncler’s sales in Asia (including APAC, Japan and South Korea) reached 513 million euros, an increase of 12% and accounted for 49.3% of the total. In the second quarter, revenue in the region increased 6% at constant currency. This was driven by strong growth in Japan, primarily driven by tourism, and strong performance in mainland China. At the time, management commented on the results and expressed confidence in China’s further potential.
Here, Ruffini reveals that he has even bigger plans for Moncler Genius, and claims that the designers who collaborate with him are the true geniuses.
WWD: Why did you choose Shanghai for this event? Is it significant to hold the event at a time when China’s growth is attracting attention?
Remo Ruffini: In life, I believe in giving back to those who have given me so much. From the first store, the Chinese people immediately accepted us and rewarded us. We thought it would take years, but they were very quick and understood our strategy and vision by 2009. I’m very happy. They are great people, like Moncler, with very strong energy and innovation.
WWD: What do you think about this market and how do you think it has the potential to evolve in the future?
RR: I don’t have a crystal ball, but as a strategy, we don’t think about tomorrow, we think about the future. Since 2003 (when Ruffini took office), we have experienced so many wars and (geopolitical) crises, but we have overcome them by harnessing cultural innovation and energy. I live through energy.
WWD: Are you confident in luxury’s resilience?
RR: Luxury is a big market and it’s important to stay within the brands that can benefit from being a part of it, but you always have to respect the brand. There’s no doubt about it. We believe that with a unique brand and clear communication and perspective, we can be positive about the future.
WWD: The designers and co-creators chosen for Moncler Genius are always very diverse. How is the selection made?
RR: Designers are geniuses. When we decided on the business model for Moncler Genius, we thought that with this name we should bring new energy and new concepts every season. Although the collaborators have a strong base (friends from home), there is always a contrast of energies. A$AP Rocky and Jil Sander, their styles are diametrically opposed, which creates a strong energy as well as a fusion of cultures and experiences. We will feel the energy in this place where 8,000 people gather, and we will send it out one by one.
WWD: What’s next for Moncler Genius?
RR: We need even stronger evolution. I’m always testing myself, but Moncler Genius requires even more energy and innovation.
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