Moncler Grenoble parades at high altitude in St. Moritz. The Italian luxury brand’s community gathered in the Swiss Alps to celebrate, with a one-of-a-kind show, the more tech and ‘mountain’ soul of Moncler, “the most authentic and faithful to its performance-related DNA,” -the company specified in a note-, which thus stands alongside Moncler Genius and Moncler Collection.

Among the trees of a snowy forest, the fashion house fully expressed the variety of its identity in its natural environment by offering a collection that looks not only at the design of the garment but also at its more technical and performance characteristics. Among the celebrities and athletes in attendance, the brand welcomed from Anna Hathaway to Kate Moss, Willow Smith, Cai Xuetong, Shaun White (both featured in the latest ‘Beyond Performance’ campaign) and Gus Kenworthy.

“With continuous research and bold experimentation driven by a passion for performance and the outdoors, Moncler Grenoble,” the company continues, “perfectly integrates form and function, blending technical prowess and stylistic gravitas into an articulated offering that covers all aspects of life in the mountains: from the ski slopes to après-ski moments and outdoor activities, all year round. This is a story that unites people and nature, technical performance and style.” In fact, the garments offered on the catwalk for the fall/winter 2024-25 season are distinguished by their craftsmanship, among sophisticated geometric inlays on both technical jackets and shearling details reminiscent of typical quilts, but also by their contaminations: shirts that become jackets for skiing, the embroidery and maxi crochet that land on technical garments, and flannel that is laminated to be suitable for the slopes.

The fashion show of the brand led by Remo Ruffini, president and CEO of Moncler, comes nearly two months after the opening of its first flagship store in the heart of the Alpine resort. Designed by architecture firm Küchel Architects as an ode to the brand’s roots and tradition, the new store-the first in the world under the Moncler Grenoble banner-thanks to a 300-square-meter space, draws inspiration from the surrounding landscapes and comes to life through the use of natural materials.

Thanks to its technical qualities over the years, Moncler has been featured on major expeditions to the Karakoram, Makalu, Alaska, and in 1968 became the official supplier of the French national alpine ski team during the Olympic Winter Games in Grenoble.

In the first nine months of 2023, the group achieved nearly 2 billion euros in revenues. A result, which came in at 1.8 billion, marking a growth of 16 percent in current currency (+17 percent at constant exchange rates), compared to 1.55 billion recorded in the same period last year. In the third quarter, the luxury player’s revenues reached 669.7 million euros, up 7 percent at constant exchange rates compared to the same period in 2022. In terms of individual brands, the flagship brand posted 1.49 billion euros in revenue for the nine months, up 19 percent at current exchange rates, while Stone Island generated 310.1 million in revenue, up 2 percent.

Tks to Pambianco