While combing through the thick fall fashion magazines, I was thrilled to come across new Moncler print ads that actually represent an alpine setting!
Although luxury and fashion are certainly nothing new to Moncler — arguably as much of the brand’s identity as function — the repositioning of the label in recent history has diverged from why I relate to the brand. Celebrity collaborations, flash mob fashion shows and Bruce Weber ad campaigns of golden retrievers leave me cold and do little to reinforce the brand’s distinguished mountain heritage. The reality: Moncler has changed from a luxury sport brand to a luxury fashion brand.
I love Moncler not just for the finest quality goose down garments – but because the brand was born in the mountains and of adventure. Founded in 1952 in France, Moncler manufactured tents and sleeping bags which led to the creation of the duvet (down) parka. These innovative new garments outfitted mountain climbers for expeditions, evolved further into ski-specific outerwear and a trademark style inevitably resulted.
With the purchase of Moncler by businessman Remo Ruffini in 2003, positioning of the brand has transformed to court the fashionable elite more so than the luxury-minded athlete. New urban retail outposts have fed this strategy. Demand and business appear to be on the rise, an IPO is in the works – cementing this trendier direction.
I will do my best to filter through the fashion overload to keep my relationship with Moncler one of a little luxury, a lot of utility and always the mountains.