Dezeen
By producing a creative juxtaposition with the city of Shanghai, the Italian luxury fashion
brand Moncler closed the Shanghai Fashion Week on 19th October with an entirely immer-
sive experience. The 30,000 square-meter shipyards along the Huangpu River were trans-
formed into “The City of Genius”, where art, design, and entertainment harmoniously met
luxury — this is “fashion-taiment”.
This differed from a typical runway show as people sit in rows to watch the models debut;
instead, people sat on silver couches and bean bag chairs in a futuristic lounge pit. Rihanna
walked in with an all-red catsuit and oversized shield sunglasses ushered by her husband and
rapper A$AP Rocky, opening the show by announcing “Let’s do it!”. The idea was an escape
from reality where a fantasy world was built to display the brand’s creative visionaries while
boosting the audience’s experiences.
The show transcends from Rihanna and A$AP Rocky being the spotlight to a surprise of blus-
tering colours from bright green, orange, and yellow on models walking down the dome-sha-
ped runway, mimicking an iceberg related to their recent release. Each 2024 fall-winter co-
llection presented Moncler’s collaboration with one of the 10 creative artists, including Rick
Owens, Jill Sanders, A$AP Rocky, Palm Angles, and many more. A$AP Rocky’s collection was
unforgettable, as his pieces were featured in a sleek, reflective silver lounge pit, creating a
modern and futuristic look that complemented his vibrant ski-inspired pieces. Meanwhile,
Moncler’s collaboration with Palm Angels has astonished the fashion industry. The collec-
tion designed by Francesco Ragazzi, featured dynamic blends of bold graphics, vivid colors,
and streetwear aesthetics that reflected the speed, acceleration, and glamour of racing in the
1970s. The remarkable collections of each artist complemented one another’s style to create
“The City of Genius”.
Moncler’s 2024 Fall-Winter Shanghai pieces brilliantly merged fashion, music, art, and entertainment to create an unforgettable “fashion-tainment” experience for their audience and
fans. The showcase presented fashion through engaging storytelling and interactive experiences, which fostered deeper emotional connections. “Fashion-taiment” creates immersive experiences for the audience through the setting and backdrop, such as being immersed in a race track to see Moncler’s designs. The entertaining content fosters a deeper emotional connection between the consumers and the brand to create buzz and excitement. Through blending arts, fashion, and music, the Moncler fashion show has reshaped the way people experience and engage with fashion. Fashiontainment continues to evolve and the possibilities seem limitless showing there are no bounds to innovation and creativity.