An immersive experience in the mountains.
Moncler is heading to the ski scene. The fashion house's performance outerwear line Moncler Grenoble has announced that it will choose St. Moritz to showcase its Fall/Winter 2024 collection.
After opening its first flagship store in St. Moritz in late 2023, Moncler Grenoble is unsurprisingly taking its seasonal collection to the town’s elegant alpine setting. “The experience will embody the core duality of Moncler Grenoble: the combination of high performance and high style,” the brand says.
The program aims to “bring its global community together” amid the stunning landscapes of St. Moritz, with “outdoor experiences that align with the brand’s signature ski DNA.” It’s unclear what that “experience” is, but the brand emphasized its “immersion” in nature in a recent press release.
The Fall/Winter 2024 line was launched in December 2024, in a campaign set in the Swiss Alps and featuring globally renowned athletes Shaun White, Perrine Laffont, Richard Permin and Cai Xuetong.
“Anything you do in sports starts with how you feel in that outfit,” White said in a statement at the time. “The look and feel of the outfit you wear puts you in the right frame of mind to do your job well. It’s all about confidence, even the colors you wear can reflect your attitude.”
Hoai Huong (according to 24h.com.vn)
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