This event truly represented the Moncler brand as an event. From the sheer scale and imagination to the fact it broke the fashion rules by being open to the public. Inviting the public to kick-oof, experience and activate their 70 year anniversary journey.

To celebrate their 70 year anniversary and as the launch of their Etraordinary Forever campaign, Moncler wanted to create a sceptical at Milan Fashion week. A never been done moment that would create local and global impact and have the industry and wider audience take notice.

The show had to also feed into the wider Extraordinary Forever narrative and create direction. Putting product, the Maya 70 in the centre and the Infinity Feltrino 70 year branding.

Moncler are famous for their iconic shows and photography of large groups of people. From the French Olympic Team in Grenoble in 1968 to the Human Forest in New York in 2013, it is Moncler's signature move.

To pay tribute to the brands journey and and iconic moments the idea for this event was very simple and intuitive. A performance and iconic image of a group of people at an extraordinary scale. 1952 people as a link to the year they were born. At the heart of their home city Milan. At a location that has never been used by a brand before, The Doom. A mix of dancers, musicians and models all dressed in a white version of the Moncler Maya 70, with an orchestra an epic classical music score with the contrast of contemporary dance and ballet. What could you not love, apart from the rain.

True to Moncler’s spirit of establishing a strong, authentic connection with local communities everybody was invited to take part in this magical night. Open to the public, anybody could sign up at Moncler.com. Resulting in 18,000 people being in attendance along with Global celebrity talent and press and a digital audience around the world.

The strategy was to be high touch and exclusive and accessible and democratic all at the same time to maximise the brand impact and reach.

Milan, September 24th, 2022 Moncler ignited the historical Piazza del Duomo in the heart of the city, staging a unique and extraordinary artistic spectacle. Directed by the avant-garde French choreographer Sadeck Berrabah (Sadeck Waff) and starring prima ballerina Virna Toppi. F

The Extraordinary Event was experienced live by 18,000 people but the outreach was far greater. With 221 press in attendance with a reach of 6.5 Million. 197 Talent invited with a reach of 369.3 Million people and a paid media campaign with a reach of 15.6 Million. The film of the event was viewed by 30.9 Million people.

Acting as the kick off to the Extraordinary Forever campaign that resulted in Moncler becoming the most talked about brand amongst its competitors, posting a 25% revenue growth and the brand jumping from 13th to 4th on Lyst’s ranking of the industry’s hottest brands.

The event happened on the last night of Milan Fashion Week and the night before the National election. It was also open to the public to sign up for an attend... something that does not happen at fashion week and luxury brand events.