Moncler scales new heights with a blockbuster Grenoble show amidst the slopes of St. Moritz. Roadness ventures to the snowy peaks of St. Moritz for a Moncler Grenoble spectacle, which solidified the outerwear giant’s dominance over the slopes, accompanied by a star-studded guest list befitting the occasion.
While some remote locales chosen for destination runway shows may only loosely connect with the featured brand, Moncler’s recent Grenoble presentation on the snow-capped Alpine peaks of historic Swiss ski resort St. Moritz made perfect sense. Founded over 70 years ago in France’s Monestier-de-Clermont, nestled in the Alps, Moncler’s origins trace back to a quest by René Ramillon and André Vincent to craft a quilted sleeping bag for mountaineers conquering local heights. Exploring downtown St. Moritz, renowned as a haven for royalty and the affluent seeking alpine pursuits, reveals the pervasive presence of Moncler’s outerwear among the resort’s clientele, underscoring the brand’s blend of exclusivity, functionality, and style.
The choice of location holds personal significance for Remo Ruffini, Moncler’s chairman and CEO, who has transformed the brand into a major fashion force. St. Moritz holds a special place in Ruffini’s heart, serving as his spiritual ‘second home’ since childhood. The weekend unfolds as a tribute to this cherished retreat, from visits to Moncler’s newest store to dining at Langosteria, a chalet-like restaurant perched on the resort’s vertiginous peaks, with panoramic views of the slopes and a permanent Moncler-clad duck on its terrace.
As dusk settles, guests ascend to the show space nestled in a snow-covered pine forest, enveloped by the soundtrack of soaring Italian operatic greats. The runway, winding through the woods, showcases Moncler Grenoble’s technically focused line, designed primarily for alpine use. The collection, spanning over 90 looks and modeled by an array of international personalities, seamlessly merges technical innovation with creative flair.
The evening culminates at Dracula’s, a legendary St. Moritz members club, where champagne flows and Willow Smith entertains on the piano. Amidst the club’s red-tinged interior and vampiric motifs, guests, including St. Moritz regulars, mingle, embodying the high-altitude clientele poised to embrace Moncler Grenoble both on and off the slopes.
Guests, including actress Anne Hathaway, converge at Paradiso restaurant for fondue under the winter sun, setting the stage for the evening’s main event. A fleet of Moncler-branded vehicles transports attendees, each adorned in specially provided white puffer capes, to the Alphütte Clavadatsch, a historic cabin serving as the venue for the blockbuster runway show. Amidst benches adorned with faux fur and served hot mugs of mulled wine or sake, anticipation builds for the spectacle ahead.
From sleek-lined ski suits to oversized faux-fur yeti boots and jackets, the collection reflects a fusion of style and functionality. Intarsia-knit sweaters, shearling pieces, and Moncler-adorned accessories further elevate the ensemble, embodying the eclectic ambiance of a St. Moritz chalet—a convergence of winter enthusiasts and après-ski revelers from diverse backgrounds.