Seventy years and not hearing them. In this way one could celebrate and praise the extraordinary Moncler‘s anniversary which, in recent days, has enchanted Milan and beyond. A brand, the French one, which has made the history of the down jacket, transforming it from a garment destined for the working class to an iconographic must-have. Who today, in fact, says down jacket says Moncler and the incredible birthday celebrated in Piazza Duomo in recent days is nothing but the icing on the cake of a brand that never stop to amaze.
From Anne Hathaway to Blanco: all in Piazza Duomo for Moncler70
Couldn’t be Milan fashion week the perfect setting of an historic event; Moncler has in fact chosen Piazza Duomo for an unrepeatable fashion show in homage to the 70th anniversary of the brand. Numerous VIPs paraded on the red-carpet including actress Anne Hathaway and the singer much loved by young people and winner of the last Sanremo festival, Blanco. Absolute protagonist of the celebration, the iconic Maya jacket, which symbolically connected the origins of the brand with its future. The performance was inaugurated by the first dancer of the Teatro alla Scala in Milan, Virna Toppi, who unveiled a cast of 1952 talents – in homage to the year of Moncler’s foundation – who painted the square in white. Each performer, in fact, presented the Moncler Maya 70 special edition outerwear specially made for the anniversary. The show was curated by the choreographer Sadeck Berrabah (Sadeck Waff), who directed 700 dancers, 200 musicians, 100 choristers, 952 models. The event, open to the public, saw the participation of 18,000 people.
Moncler, a bit of history of the brand
It was 1952 when René Ramillon and Andrè Vincent created Moncler, a crasis of Monestier-de-Clermont, the mountain village at the foot of the French Alps, near Grenoble, home of the iconic brand. The down jacket, however, was far from the glories of today: this type of outerwear was, in fact, mainly used by the working class forced to protect themselves from the cold of the factory.
To understand the potential was the mountaineer Lionel Terray and, with one that today we would call collab, was born “Moncler per Lionel Terray”. In 1954 the down jacket was chosen to equip the Italian expedition on K2 – which culminated in the conquest of the second highest peak in the world – while the following year for the one on Makalù. If in 1968 Moncler, meeting the fate of the Winter Olympic Games in Grenoble, became the signature of the French alpine ski team, it was only in the early seventies that the duvet was transformed into the one we know today, later also worn by 007 Roger Moore. The Nepal model, in fact, is designed with leather straps to support the skis without damaging the fabric, and so the synergy between design, technology and functionality that characterizes the Moncler identity has taken the form of a down jacket.
The Milan to drink in which the French puffer jacket was an iconic and inevitable object decreed the boom of Moncler (just think that at that time the brand was selling around 40 thousand pieces all over the world, of which 30 thousand only in the area of the Lombard city).
The zippers had been replaced by buttons and, with the creative direction of Chantal Thomass, fur edges, satin and reversible fabrics had been introduced but it was only in 2003, with the entry of Remo Ruffini – now President and CEO – that the Moncler down jacket becomes “the down jacket”.
How to recognize an original Moncler
Unique and iconic: this is why Moncler jackets are often targeted by counterfeits. So how do you recognize an original Moncler? To address the thorny issue, in 2016 the brand adopted RFID, or the anti-counterfeiting system through Radio Frequency IDentification. Moncler has therefore associated an identification chip through which it is possible to verify the authenticity of the product by simply scanning the QRcode via smartphone, or by registering the NFC tag, all through the same app available for download. The authenticity of the garment can also be verified by entering the data through the instructions on the code.moncler.com website. However, it is always the details that make the difference: Moncler down jackets are made of Japanese nylon, a patented type of fabric to protect against the main outdoor atmospheric agents. The padding is in goose down and inside the jacket everything is depicted in the classic Moncler comic.
A line of merit goes to the packaging: Many boxes are equipped with magnetic opening and closing; buttons are also important in verifying counterfeiting: the buttons of a fake Moncler have asymmetrical engravings.
Where to buy Moncler’s fall winter 2022 2023 collection
Groppetti Luxury Store is the online point of reference, and not only, for the purchase of the Moncler Fall / Winter 2022 collection (www.moncler.com).
Groppetti Luxury Store is also a physical store: it is located in Via Nazionale, in San Paolo d’Argon, the road to Lovere, under the Bergamo hills. Haute couture at your fingertips and just a click away with a punctual and efficient home delivery service.
