Moncler Genius involves the historic British brand Lewis Leathers. The result is the reinterpretation of the iconic biker in the collection 7 Moncler Fragment Hiroshi Fujiwara.
Lewis Leathers is the brand of the oldest British motorcycle clothing company. Its name is D. Lewis, it was founded in 1892, and specialised in the production of leather garments. The collection was launched in Europe on Thursday July 2, 2020.
7 Moncler Fragment Hiroshi Fujiwara
As part of Moncler Genius project, the brand led by Remo Ruffini has called on the Japanese designer Hiroshi Fujiwara for a collab. The designer, in his collection, wanted to create “a new standard”, reorganising vintage, military, urban and tech references. Collater.al defines Fujiwara as a cultural subverter capable of rewriting any type of rule.
The collection features functional garments with clean and simple lines. For example, down jackets, field jackets, parkas and outerwear characterised by enigmatic slogans. The special item of the collection is leather: it is the biker signed Lewis Leather.
Phygital strategy
Moncler’s phygital strategy is the basis for the presentation of the collection. It foresees “local activations at a global level” with the involvement of e-tailers and wholesalers and “tailor-made events that reflect local cultures”.
In China, the presentation took place on June 30, 2020, in a phygital way which totaled 17 million views in just under 2 hours. Tokyo, the presentation took place with the production of a Japanese-style film in a Ramen Bar. Europe, Moncler chose a live performance broadcast on IGTV together with Matchesfashion.
Images from store.moncler.com
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