Disrupting the runway show is, of course, part of the Moncler Genius mandate, so last night the Milan Fashion Week circus descended upon a network Moncler Jackets of long - abandoned tunnels abutting the Milano Centrale train station. There was copious prosecco, dalmatians and daschunds in Moncler jackets (part of the brand's adorable Poldo Dog Couture program), untold numbers of highly chic Italian fashion influencers, and more smoke (via fog machine) than outside Giacomo Bistrot on a Friday night.
"It's about the experience, that if you go into our store and don't buy anything, honestly, I don't care. It's much more important to me that people feel they're in a place where there's a good sensation and [experiencing] our vision," he tells me over a Zoom call two days before the unveiling of Moncler Genius: MONDOGENIUS, a "digitally led experience that will take place across five cities and through the vision of 11 designers spanning a variety of fields including art, film, music, and extreme sports.
The new collection also features collaborative efforts in the form of Suicoke's Moto sandals and the Pepper slip - on. Arriving in a predominantly black colourway, the Moto sandal features a crepe Vibram outsole that sees its quintessential straps wear the brands' respective labels.
He said: "I changed the way I work more than 10, or maybe even 20 years ago when I decided I would no longer make any Fragment in my office. I just wanted to work with somebody else.
It just gives a real depth to the piece." The result is a crunchy, incandescent piece that sort of seems to glow from within. "It feels - not worn as in it's dirty, but it doesn't feel completely crisp," Williams says.