For decades Fashion Weeks have followed the same old format. One city. One week. One venue. But times have changed. What happens outside the tents of each catwalk has become far more interesting than what’s stuck within.

So our brief was simple – to transcend the dated ways of Fashion Week and allow a new, younger audience to attend and engage with the brand like never before – live.

Restricted by COVID regulations all around the world, our objective was two-fold. First, to cohesively combine 11 of the world’s greatest designers’ visions from five cities around the world into one seamless experience that lived somewhere between the digital and real worlds. And second, to provide viewers with a much needed escape that lifted them out of the restrictions of covid and took them on an unforgettable trip around the world and through the cultures and minds of each visionary.

Moncler wanted to disrupt the traditional one week, one city, one venue standard the fashion industry has followed for decades to appeal to a younger, more global audience.

MONCLER MONDOGENIUS was an experience beyond seasons, borders, time, or reality itself – unlike anything the fashion world had seen before because it wasn’t just for the fashion world. It was for anyone who entered the Portal to Genius.

With Moncler’s Genius collection focusing on collaboration and monthly drops amongst top designers, our disruptive take on fashion week brought together eleven of the world’s most progressive designers across five cities, hosted by Alicia Keys in one live event.

Each of the designer's visions took on lives of their own throughout a single immersive digital experience that beamed viewers out of the worry and confinement of a global pandemic onto a journey through the different worlds, cultures, and minds of each visionary.

To truly disrupt fashion week and invite a younger audience to attend we had to entirely rethink fashion week and the front-row VIP, celebrity showcase it’s turned into.

We not only moved our live event to the digital world younger audiences live in an took on a multi-city, global approach to be inclusive of all – we embraced the cross-category collaboration they love to see most from the worlds of music, poetry, movies, and more to create a truly out-of-this world experience like they had never seen before.

And to ensure they could access our Portal to Genius wherever they were at, our live event streamed on over 30 media platforms from TikTok and Instagram to WeChat and Weibo along with OOH ads all served as portals in.

For the first time ever, Moncler Genius presented all of its eleven collections from five cities via a single live, digitally-immersive experience.

We were selected as the Creative AOR to promote the event before, during, and after its launch having seen only sketches of each collection and the list of locations. Starting with a concept and anthem film, we developed a fully-integrated campaign announcing the live show, designer collaborations, and hosts.

The strategy and visual direction was then brought to life across multiple channels including online video, digital display, social, print, wild postings, digital, and out of home, with immersive takeovers in Times Square and Shibuya Crossing. Every piece of media also doubled as a portal with a QR code that allowed users to "travel" through space and time and experience Moncler's multi-city experience.

Throughout the teaser video and shows, audiences were taken on a journey through every host city that included a dreamy, surreal Milan, futuristic Shanghai, classic anime Tokyo, arcade-like New York City and high-tech Seoul, where we mashed up each unique aesthetic with nods to some designers’ collections. From an inflated hot pink car hanging on the side of the building that mimicked one from that designer’s showroom, to skydivers boarding through the night sky of Shanghai to represent our rocketing viewers through the surreal city we crafted, every detail of our digital work was carefully woven in with that of the designers.

The collections were presented through a hybrid digital and in-person experience that bridged the gap between the real and surreal, being presented live on over 30 media platforms including Weibo which saw a new record set with over 74 million views. A network of Moncler Genius partners inclusive of e-tailers and media sites also played host to our live event.

MONCLER MONDOGENIUS not only challenged the way we think about fashion – it pushed the boundaries of what’s possible and invited the next generation to attend.

The live broadcast appeared on over 30 platforms including Instagram, Facebook, TikTok, YouTube, LinkedIn, Twitter, WeChat, Weibo, and Douyin, along with a network of e-tailers and media outlets partners. The global event reached 2.3 billion people, garnering more than 299 million views across all platforms. Weibo alone totaled over 74 million views, creating a new record for the brand in China.

Following our end-of-year event in 2021, Moncler Group revenues climbed 61% in the first three months of 2022 compared with the same prior period.

“With Mondogenius we went beyond product. We talked to our community, not only to our customers. We started sharing and shaping a common culture. We embraced contamination from art, music, sports, movie…” -Moncler CEO and chairman, Remo Ruffini