FASHION
Moncler Grenoble's Alpine Spectacle in Saint-Moritz
Rita Khoueiry
7-February-2024
In the heart of Saint-Moritz, Moncler establishes its alpine culture by showcasing its Moncler Grenoble line—its most sporty, technical, and design-oriented collection—with a grand spectacle.
Saint-Moritz, Saturday, February 3rd. Moncler Grenoble showcased its latest collection amidst the icy atmosphere of the elegant Saint-Moritz. Remo Ruffini, the President of Moncler, selected his favorite Swiss resort for this show, which resembled a frozen fairy tale amidst cold mist and dreamlike light plays on the peaks: a return to the roots for the brand born in the Alps in 1952, whose legitimacy in ski wear is undisputed.
Among the majestic trees of the protected forest near the Clavadatsch chalet, the Fall-Winter 2024 creations blossomed in front of more than 250 guests—including Anne Hathaway, Kate Moss, and Willow Smith—all wrapped in branded white capes and equipped with headphones, so as not to disturb the forest's wildlife. At dusk, on the snow runway winding between trees, top models were present, from MariaCarla Boscono to Irina Shayk, and from Natasha Poly to Liya Kebede, Emily Ratajkowski, and Jourdan Dunn. You can check Emily’s appearance by reading our article Emily Ratajkowski Stuns in Yeti-Inspired Outfit for Moncler.
Designed for the most extreme climates, the 91 looks embrace technicolor technicality: a patchwork jacket paired with a technical sky-blue tapered pant, geometric patterned knits in intarsia, crochet-embroidered jackets, quilted mini skirts, flannel that adapts and becomes water-repellent, and faux fur pieces complementing maxi boots with fur. Whether for the slopes, outdoor activities, or après-ski... To cater to every high-altitude lifestyle moment and to design this ideal winter wardrobe, the collections merge, blending down with knit, shearling with technical fabrics.
Master of the Cold
Founded in 1952 near Grenoble by René Ramillon and André Vincent, Moncler has continually ascended to new heights until its acquisition in 2003 by Remo Ruffini, then the artistic director. A skiing enthusiast, the entrepreneur and current CEO embarked on a broad global expansion strategy by multiplying successful lines and collections. This led to the creation of the Grenoble line in 2010, named in homage to the time when Moncler (now Italian) was the official supplier of the French national alpine ski team at the 1968 Olympics in... Grenoble.
Fashion Ascent
Dedicated to high-mountain and skiing, Moncler Grenoble indeed combines performance and technicality to reach the pinnacle of luxury. Alongside this eventful show, it was only natural for the group to think big in Saint-Moritz by inaugurating the world's first flagship store exclusively dedicated to this mountain line. The 300 square meter space, designed with environmental respect (LEED certified) by the local studio Küchel Architects, immerses visitors in the forest, with wood sculptures representing trees, natural materials, and nuanced shades, paying tribute to the mountains of the Engadine valley.
The Tech Edge
The secret of this men's and women's line? Offering an ideal and ultra-fashionable range of winter sportswear: a complete suitcase with down jackets, shoes, hats, ski masks, gloves, and helmets for the top of the slopes, as well as après-ski items for a city stroll. All adapted to high-altitude temperatures and made from insulating and innovative materials. In essence, essentials that never compromise between style and altitude.
