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Tag Archives: Moncler
Way too much to post on this blog and way too little time! Not only am I backlogged with news from winter 2014, I am traveling for the next two weeks and expect to have an influx of inspiration to share from Austria and Germany – even despite the utter lack of snow in these parts. My blogging may be lagging but fortunately my ‘gramming is not. Please follow AlpineStyle56 on Instagram or monitor the feed on the right sidebar of the blog homepage for new images and frequent updates. (Clicking an image in the Instagram blog feed will bring it to full size.) Go check right now! Several updates from Salzburg, Austria. . .
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.
I have a bit of an addiction to Moncler down, so I just about had a heart attack when I came upon this jacket in the window at Dantendorfer Salzburg. The playful and graphic polka dot pattern is the first thrill; the back peplum hem and intricate sleeve cuff detail take this to a whole other level.
The more low-key Haruka vest is truly more my speed and I would love to add it to my collection.
xxxxxAfter watching Mikaela Shiffrin win the world slalom title in Schladming, I headed to Salzburg to catch my flight home the next morning. Salzburg is one of my favorite places, so I am always happy for an evening stroll around the altstadt to check out the lovely store windows full of alpine inspiration.