Moncler to open Milan Fashion Week in February
today Dec 19, 2017
In two similar releases, the brand, famous for its down jackets, and the National Chamber of Italian Fashion (CNMI) have announced that "On the evening of the 20th of February at 7pm, Moncler will officially be opening the Fashion Week" in Milan. No further details were provided concerning the project, besides the fact that the brand will also be using the occasion to unveil "the Moncler Genius Building, the material and symbolic fulcrum of the brand’s new approach."
What we do know is that the event will be part of the official womenswear runway calendar for next February, as confirmed by the brand. Moncler will therefore be making a return to the catwalk with its flagship brand, having announced in November that it would be discontinuing its luxury Gamme Bleu and Gamme Rouge lines, which formerly showed in Milan and Paris, respectively, and were designed by Thom Browne for menswear and Giambattista Valli for womenswear.
The label is not, therefore, pulling out of Fashion Week, an important publicity and marketing opportunity for fashion houses, and appears to have chosen Milan as a platform to present its new projects. As pointed out by the brand, "It is a significant and strategic decision, made possible by the partnership with the Camera Nazionale della Moda Italiana. Its aim is to mark a starting point, but also to underscore the pivotal nature of Milan within the system, as a hub of innovation and design."
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