Moncler Grenoble FW24
On February 3rd, St. Moritz provided the backdrop for the Moncler Autumn-Winter 2024 collection featuring the Grenoble line.
"In sports lies our roots. We aim to push in this direction to gain market share in the US and Asia, where the segment is increasingly gaining ground," explains Remo Ruffini, the head of the group. He showcases the brand's most tech-driven essence in a snowy forest, in front of a lineup of celebrities such as Anne Hathaway, Willow Smith, or Kate Moss. "St. Moritz is my second home, and it's Moncler's second home," Remo Ruffini doesn't hide his love for the mountains, especially for the renowned Swiss resort chosen as the stage for the first show of the Grenoble collection, the brand's most tech-oriented line. Among its snowy woods, in front of a lineup of celebrities including Anne Hathaway, Willow Smith, or Kate Moss, on February 3rd, the essence of the Autumn-Winter 2024/25 collection paraded as a tribute to the outdoor spirit of the brand. Moncler aims to shine brighter than ever in the universe of the group. Among pristine ski suits, voluminous faux fur, geometric-patterned doudoune jackets, layering, and branded accessories, worn by a super cast against a unique natural backdrop. "The idea," explained Remo Ruffini before the presentation, "is to give space to the collection that most recalls the essence of the brand founded in 1952 right in Grenoble." Initially, Moncler indeed produced tents and sleeping bags for hiking, but already in 1954, its first jackets were included in the equipment of the Italian expedition to Karakorum led by mountaineers Achille Compagnoni and Lino Lacedelli. Therefore, it is from these roots that Moncler Grenoble takes off, as seen in the long parade of 105 models staged among the trees just a few steps from the Clavadatsch chalet, above the ski resort. There, approximately 250 guests gathered, waiting to venture into the forest. Everyone was provided with white ponchos, hats, and hot water bags, both to shield themselves from the nighttime cold and to blend in with the snow during the show's filming. The chosen location for the runway was a sloping clearing, around which seats were arranged for the audience (the seats were heated). It was also a silent runway: to avoid disturbing the surrounding environment, each guest was given a pair of headphones to listen to the soundtrack - a mix of arias and classical music culminating in the finale with Depeche Mode's "Enjoy the Silence." Ensembles of crisp nylon with a minimal aesthetic and oversized alpaca jackets treated as if they were fur - the brand has been fur-free for over a year - were showcased. Alpaca was also used for the classic furry après-ski boots, a direct nod to 1980s style, presented here in a cuissard version, above the knee.
Courtesy of Moncler
Moncler has also inaugurated, also in the heart of St. Moritz, the first flagship store entirely dedicated to its Grenoble label. The 300-square-meter space hosts the complete range of high-performance clothing, après-ski, and outdoor apparel from Moncler Grenoble, along with accessories such as goggles, helmets, skis, snowboards, and mountain gear. Designed by the architecture firm Küchel Architects as an ode to the brand's roots and tradition, the new flagship draws inspiration from the surrounding landscapes and features the use of natural materials, both in their raw state and adapted for functional purposes, such as designer seating and display systems. Large wooden tree sculptures draw attention to the impressive double-height ceilings, recreating the magical atmosphere of a forest.
