Aristotle famously declared, “there is no great genius without some touch of madness.” When Moncler’s Remo Ruffini first unveiled his Genius format in 2018, some in the fashion world questioned his sanity. Why abandon two successful fashion show formats for an untested, runway-free collaboration experiment? But Ruffini’s intuition to reinvent his outerwear house proved to be more powerful and prescient than anyone anticipated. Genius expanded the following year and launched a digital version in 2021, attracting growing attention and generating impressive revenue. Now, after a brief hiatus, Genius is back with a flourish.
This month, Moncler will descend upon Shanghai during the final night of its fashion week to unveil The City of Genius. The event is billed as a “metropolis of immersive experience that will act as a global epicentre of creativity.” Like previous chapters of Moncler’s mega-activations, this Genius installment will showcase a diverse collection of installations from a wide range of cultural players, many venturing beyond traditional fashion design.
The City of Genius will spread across a massive 30,000 square-meter space, housing an eclectic mix of artistic visions. Among the newcomers to the Genius fold is Donald Glover, who will present his installation under the banner of Gilga Farm, a project he described to GQ as “like Erewhon for culture.” Rapper and fashion icon A$AP Rocky is also making his Genius debut, bringing his unparalleled musical force and fashion savvy to the event.
Adding to the lineup is the ever-evolving Willow Smith, who once told Vogue, “I’ve always been into everything existential and extraterrestrial.” Smith’s interests align with those of fellow Genius newcomer LuLu Li, a Zen Buddhist whose multifaceted practice encompasses extraterrestrial life forms and AI eyewear.
Rounding out the first-time Genius participants is none other than Edward Enninful, former editor-in-chief of British Vogue and ongoing Vogue advisor, who will make his surprising design debut. This collaboration promises to be one of the most anticipated Moncler pairings yet.
Returning to the Genius fold is Nigo, creative director of Kenzo and streetwear patron saint, who debuted the first part of his Moncler-curated collaboration with Mercedes-Benz in London last year. Nigo will bring the second round of this collaboration to Shanghai. Two other foundational Genius collaborators, Hiroshi Fujiwara’s Frgmt and Francesco Ragazzi’s Palm Angels, are also back, having been part of Ruffini’s vision from the start.
This assemblage of creative forces, spread across three hectares, will be further enriched by the contributions of Rick Owens and Jil Sander, under the creative directorship of Lucie and Luke Meier.
Moncler’s press release reveals a fascinating inspiration for The City of Genius: “The inspiration comes from a 1960s study according to which 98% of five-year-olds qualified as geniuses. By the time they reached adulthood, however, that percentage decreased to 2%. The process of living and the constraints of growing up somehow de-geniuses the mind.”
Get ready to rediscover your inner genius in Shanghai, or via multiple online platforms, this month. Moncler’s City of Genius is poised to be a captivating and thought-provoking experience, a testament to the power of collaboration and the enduring spirit of creative exploration.
