Inside Moncler’s immersive and 10,000-strong LFW presentation
Fashion brand Moncler hosted this fashion week’s most extravagant party in Kensington last night, inviting celebrities such as Naomi Campbell, Justin Bieber and Marcus Rashford alongside around 10,000 others.
The venue consisted of multiple feature rooms — inspired by the nine creatives the brand has teamed up with, including Adidas Originals, Roc Nation by JAY-Z, FRGMT, Salehe Bembur, Alicia Keys, Mercedes-Benz, Palm Angels, Pharrell Williams and Rick Ownes. This included a three-tiered scaffolding that featured models from the sports brand Adidas, who stood in large puffer jackets and gloves featuring the trademark Adidas three-stripe design.
Other rooms featured giant sandpits — such as Salehe Bembur’s room, where a giant model of the planet Mars spun in the centre whilst models played around in the sand. Palm Angels
partnered with Boiler Room, throwing a foam party inside a perspex box, to include an element of London’s Club Culture. Partying in the foam room, guests were offered branded lab coats. Little Simz and Cleo Sol both joined Alicia Keys on stage for her performance of hit songs New York and This Girl Is On Fire, she later announced that her new collaboration with Moncler would be “cool, easy, 100% New York – inspired by late ’90s streetwear, but with a twist.”
Pharrell Williams — recently announced as the new menswear creative director of Louis
Vuitton— had a concept room inspired by the theme of glamping. This collection featured a
range of earth-toned, practical style clothing such as picnic blanket capes and detachable
trousers that can be turned into shorts.
Mercedes-Benz showcased an art project named PROJECT MONDO G, which consisted of a
classic Mercedes-Benz Off-roader G Class merged with the famous Moncler puffer jacket.
Around the car, which had wheels coated in Moncler puffer jacket fabric, dancers performed in a low-gravity chamber creating a surreal experience for viewers.
FRGMT harnessed the world of LOVOT’s — Japanese robots designed to provide people with a replica of real human interaction. These tiny robots were even used to model some of the new collection allowing creator Hiroshi Fujiwara to spread his message that “there are many kinds of ‘love’”. This theme of futurism was continued in the concept rooms by designers such as Rick Owens, who showcased a completely soundproof, temperature-controlled, double bed encased in a steel pod. Owens commented that the pod was an extension of his last collection with Moncler, taking it to a “personalised, quietly considered, and introspective” reimagination of the bubble concept.
Roc Nation by JAY-Z’s room featured pods in which guests were encouraged to record their own “vocal signatures’”. These sound bites were then passed over to JAY-Z’s producer, Mike Dean, to be created into a “moving sound piece”. This final product was said to symbolise JAY-Z’s message that “Genius is everywhere”.
