Moncler has announced a new and speedier strategy dubbed Moncler Genius, which will see the brand's collections follow the pace of younger and more fickle consumers. The brand will now collaborate with eight new guest designers on monthly collections, for men and women, of its jackets, knitwear and accessories. Instead of launching new collections every autumn/winter and spring/summer season, Moncler will release a new collection from a different designer every month. The eight new creative directors are Valentino's Pierpaolo Piccioli, Karl Templer, Sandro Mandrino, Simone Rocha, Craig Green, Kei Ninomiya, Hiroshi Fujiwara, and Francesco Ragazzi. The tagline of the new strategy reads “One House Different Voices.”
A change in Moncler's strategy had started emerging in November, when the company announced it would discontinue its two ready-to-wear clothing lines Gamme Bleu and Gamme Rouge, while stopping the seasonal partnership with their respective designers, Thom Browne and Giambattista Valli.
Moncler Genius as a whole and the first instalments of the strategy will be presented in the Moncler Genius Building on Feb. 20, during Milan Fashion Week, but the releases will then occur “one dot at a time,” the company stressed, through single monthly projects. The collections will be available one at a time at Moncler stores, online and at select wholesale partners starting in June. Along with the launches of the monthly collections, editorial-style content will appear in print and digitally. A series of pop-up shops will also be unveiled around the world as part of Moncler Genius, the company said.