Fresh From 70th Anniversary Exhibition In London, Moncler Drop New Campaign
Written by SOURCE on October 26, 2022
Moncler’s 70th anniversary celebrations have shown no sign of slowing down, following the latest leg of its “The Extraordinary Exhibition” world tour and the launch of a new campaign shot by Platon.
“The Extraordinary Exhibition” opened its doors on October 12, giving visitors an insight into Moncler’s Alpine origins, iconic pieces and visions for the future. The five-day run kicked off with a party featuring the great and the good of London. Featuring a DJ set from Tiffany Calver, along with Central Cee, Darkoo and other names from the capital’s music world, the launch event was also attended by everyone from Francis Bourgeois to Michele Lamy.
Visitors to the space were greeted by the Basecamp, before moving on to three spaces that each allowed a glimpse into the world of Moncler. Up first was the “Extraordinary Experience” area, which mixed a film of the brand’s history with CGI animations, scents and fog inspired by the mountains, before guests entered the “Extraordinary Moments” room, complete with archive boxes from across the decades. Each box contained an historic garment or item from the brand’s history, ranging from the brand’s first-ever creation—a padded sleeping bag—to recent collaborations with Thom Browne and Noir Kei Ninomiya.
The exhibition’s final section showed some of Moncler’s most iconic items, with a particular focus on collaborations from recent years. The collaborative theme continued through to a celebration of the Moncler Maya 70 jacket, which has been a focal point of the brand’s anniversary year. The jacket—described by Moncler as its “most iconic design”—has been reworked by seven collaborators—Palm Angels, Thom Browne, FRGMT, Rick Owens, Giambattista Valli, Pierpaolo Piccioli and Pharrell Williams—for the occasion, with special portraits displayed at “The Extraordinary Exhibition,” each showing one of these new takes on the Maya.
The Platon-captured portraits also included images of seven extraordinary creatives from across London. The artists, musicians and creatives shot included DJ and broadcaster Tiffany Calver, photographer James Barnor, curator Ben Broome, producer and punk-poet John Glacier, stylist and editor Ai Kamoshita, and photographer and filmmaker Gabriel Moses. The seventh creative featured is Platon himself in a rare-self portrait.
The following days also saw talks in the space, held in collaboration with Frieze and featuring artists James Barnor and Veronica Ryan.
After closing in London, “The Extraordinary Exhibition” will open at a digital space in China later this month, before it heads to Tokyo and Seoul in November.
