Moncler has decided to end its Genius project, in which the brand produced collections in collaboration with various designers. It is reported by The Business of Fashion.
According to Moncler CEO Remo Ruffini, the capsules “diverted attention from the brand’s outdoor heritage.” Because of this, millennials who love to wear fleece and other tech gear have turned to brands like Arcteryx, Patagonia, and The North Face.
Now the brand intends to return its former splendor to the Moncler Grenoble line, under which clothing for mountain sports is produced. Moncler Genius will be relaunched next year, but with a focus on a different audience.
Also, within the framework of the program, collaborations will appear not only with designers, but also with representatives of other industries. For example, Moncler plans to collaborate with former Apple designer Jony Ive and the LeBron James Foundation.
Recall that within the framework of the Genius project, Moncler has repeatedly launched collections in collaboration with the creative director of Givenchy and the founder of the 1017 Alyx 9SM brand Matthew Williams. Read more here.
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