On December 11th, Moncler opened, in the heart of St. Moritz, it’s first ever flagship store. Dedicated to the world of Moncler Grenoble, known as the capital of the French Alps, the brand’s new home boasts outdoor excellency, a homecoming for its mountain roots. From cozy après ski to technical weather-saavy pieces, the brand emulates its trademark sophistication. The design is innovative and lightweight, allowing for a moveable and breathable wear. The campaign itself is shot by Jamie Hawkesworth, starring four world-renowned athletes. The athletes, Xuetong Cai, Perrine Laffont, Richard Permin, and Shaun White, put their technical skills on display on the toughest alpine peaks, where the softer side of the mountain then meets it.

The two sides of an emotional experience as well as a memorable one, equate to the boundless adventures of the great outdoors. The campaign reflects the raw, authentic experience of the athletes showcasing their talents, showcasing meaningful connections going beyond performance. The brand’s intrinsic spirit for connection and bringing everything back to the relevancy of its heritage by including these off-duty moments. The campaign also features a technical snowboard created by Moncler exclusively in partnership with Shaun White’s brand, WHITESPACE.

Every singular fabric and construction technique is a culmination of research as well as testing that involved trusted input from the international ski school instructors. The garments are made notably with GORE-TEX fabrics, as well as 4 stretch way fabrics and ventilation systems that allow for porous wear. The color palette is also a stand out, ranging from the sleekest black to pops of bright yellow, red, green and blue. The colors make for the Moncler Grenoble aesthetic to portray a confident statement, reflecting the identity of the brand.

The Moncler Grenoble pop-up experiences at Hankyu Umeda in Osaka will be open to the public from December 1 – December 31, The Franz Kraler in Cortina from December 1 – January 30, and Sagmeister in Lech December 15- March 3. Moncler Grenoble F/W 2023 is available now on moncler.com and in select Moncler stores.

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