![]() Ruffini underscored the increasing relevance of Asia and China for the brand. A Fragment truck will travel from store to store on July 1 and 2, serving customers with street bites inspired by the video set, culminating at Reel Mall. Singer and actress Victoria Song, comedian Pang Bo and TV host Nic Li discussed the collection, moving from a ramen shop to a futuristic studio setting, while giving styling tips on the new range. ![]() ![]() When this collection drops in the year ahead there will be personalization machines available, making it all the more wantable to the many already converted.The launch in China was delivered through a livestreamed event on Tuesday with a team of local creators and within two hours it had reached over 17 million views. This remains one of the Genius project’s most consistently popular offerings, in that you see it on the street all the time. A white paint-splattered two-piece look in black corduroy, galvanized sole Converse (anoth er double collaboration) and a series of matte surfaced down jackets-not all in black for a change-featuring Fujiwara’s signature graphics (lightning bolts over mountain tops) were further highlights. Working with Moncler is very easy.” So said Fujiwara of a collection that incorporated personal passions that included a biker made in conjunction with Lewis Leathers (so a double collaboration) a bomber embroidered with the cover art from Kool & the Gang’s Spirit of the Boogie and a sweater featuring the longitude and latitude of Fujiwara’s favorite restaurant in Paris, L’Ami Louis. “It’s all quite familiar now because this is the fourth season we have done together. If you are here, you are viewing the look book images for Genius Collection 7: Fragment Hiroshi Fujiwara. It is a totally different way to work but it brings us energy.” If you walk into the store today it is totally different than two years ago-the crowd is having fun and enjoying the programs we have. I think the brand has changed thanks to the energy this project has given us. ![]() In total there were 12 collections on show in tonight’s third installment-is Genius going to keep on growing? Said Ruffini: “Maybe not in terms of designers, but in terms of energy I want it to get bigger and bigger and bigger. During an intense boom-boom-boom of collection viewings almost as remorseless as the techno that DJ Pandora’s jukebox was playing outside, Will Smith rolled up (and shook my hand!) as we were talking to Moncler’s mastermind Remo Ruffini in a room designed to look like Kubrick’s 2001: A Space Odyssey and created to shoot the fabulous Richard Quinn collection (number 8). We were on the east side of Milan next to a radical squat in a sprawling, abandoned factory, within which Remo Ruffini and his cohorts had laid out separate stages for their eight (!) full Genius collections, plus three (!) accessory collections (a fat-tire Danish e-bike the super-cute hot-model-thronged Poldo dogwear and Rimowa luggage) plus, oh yes, the genius but not “Genius” Rick Owens tour bus project on the side. “This is like Glastonbury, somehow,” observed Jonathan Anderson as we dashed from frontstage to back at his show space in tonight’s Moncler Genius launch event. ![]()
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