Moncler is intensifying its commitment to its mountain-inspired identity by embarking on an exciting journey to the prestigious Swiss ski destination of Saint Moritz. In a move that underscores the brand’s deep connection with the alpine world, Moncler has set its sights on February 3rd for a remarkable event dedicated to its Grenoble division.

This upcoming event promises to be a blend of runway spectacle and immersive brand experience, all taking place amid the breathtaking Swiss Alps. While specific details regarding the location and precise timing of the show have been kept under wraps, Moncler is eager to emphasize the fusion of top-notch performance and exceptional style that defines Moncler Grenoble.

In a statement, the company described the event as an “outdoor experience befitting the DNA of the brand’s quintessential mountain line.” This announcement is not just about a single event; it reflects Moncler’s broader strategic push towards its Grenoble division.

In 2022, Moncler strategically repositioned Grenoble as its “high-performance” component, complementing the fashion-forward Moncler Genius and the lifestyle-focused Moncler Collection. Signifying its dedication to Grenoble, Moncler unveiled its flagship store in the picturesque Saint Moritz late last year. Saint Moritz holds a special place in the heart of Moncler’s chairman and CEO, Remo Ruffini.

The flagship store inauguration coincided with the release of a captivating Grenoble-centric advertising campaign, featuring renowned athletes such as Xuetong Cai, Perrine Laffont, Richard Permin, and Shaun White, all of whom serve as Moncler Grenoble ambassadors. These striking visuals were masterfully captured by the talented photographer Jamie Hawkesworth and complemented by a short film directed by Benn Northover.

The name “Moncler Grenoble” pays tribute to the city that hosted the 1968 Olympic Games when Moncler proudly outfitted the French national ski team. The debut of the Grenoble collection took place in New York during the city’s fashion week in January 2010. While the brand has ventured into various innovative formats over the years, the last runway event under the Moncler banner occurred in February 2017 when the brand hosted a memorable winter ball at Manhattan’s Hammerstein Ballroom during New York Fashion Week.

Moncler has a history of pushing boundaries when it comes to unveiling its collections. Just last February, the brand departed from tradition by taking its annual Moncler Genius show to London Fashion Week. This extraordinary event attracted a staggering 10,000 guests, including high-profile celebrities like Leonardo DiCaprio, Justin and Hailey Bieber, Serena Williams, and FKA Twigs, all congregating at Olympia London. The live event, titled “The Art of Genius,” allowed nine collaborators, including Alicia Keys, Pharrell Williams, Mercedes-Benz, Palm Angels, Frgmt, Adidas Originals, Salehe Bembury, Roc Nation, and Rick Owens, to infuse their unique creative visions into Moncler’s universe.

Moncler’s strategic move aligns seamlessly with the growing trend of fashion and luxury brands embracing mountain aesthetics and expanding their skiwear offerings within their lifestyle collections. This winter season has seen an array of esteemed brands, from Balenciaga and Balmain to Chanel and Louis Vuitton, unveiling skiwear collections. Moreover, brands like Fendi, Brunello Cucinelli, Bottega Veneta, Paul & Shark, Pollini, and Golden Goose have hosted captivating activations in opulent destinations such as Cortina d’Ampezzo in Italy, Gstaad in Switzerland, Aspen in the United States, and Courchevel in France. This further underscores the burgeoning significance of skiwear in the world of high fashion and luxury.