Since being acquired by Remo Ruffini in 2013, Moncler had evolved from a brand built around the classic down jackets to a brand with one foot in fashion through its Gamme Rouge and Gamme Bleu programmes. Moncler approached General Idea to help shape the next phase of the brand’s development.

Fashion culture was moving away from seasonal collections to drops. At the same time, collaborations were becoming a way for heritage brands to inject newness into their brand codes without diluting their equity. Moncler had the opportunity to position itself as a catalyst for creativity by offering a platform to up and coming designers under the ethos of “One House Different Voices”.

Moncler Genius, a new sub-brand for Moncler created to appeal to a style conscious millennial consumer. General Idea, in partnership with Mr. Ruffini, help to build the sub-brand, Go-to-Market strategy and customer experience.