by HUANG Shan
Shanghai’s fashion scene reached new heights on October 19, 2024, as Moncler unveiled its groundbreaking "City of Genius". Featuring 10 immersive fashion spaces, each with its own unique theme, the event delivered an unprecedented experience that captivated the city.
Launched in 2018, Moncler Genius is a platform for creative collaborations across fashion, music, and art. After successful editions in Milan and London, this year’s event made its highly anticipated debut in Shanghai, solidifying the city’s place on the global fashion map.
"The City of Genius" resembled a grand garden party, spanning over 10,000 square meters at Shanghai’s World Expo Park. The venue was transformed into a temporary city block, with 10 unique street-style spaces showcasing the brand’s collaborations.
Moncler’s lineup of collaborators for the Shanghai event was both impressive in scale and talent. Among the standout names were designer Rick Owens and Italian brand Jil Sander, represented by husband-and-wife creative duo Lucie and Luke Meier.
The impressive roster also featured Japanese fashion pioneer Hiroshi Fujiwara, former British Vogue editor-in-chief Edward Enninful, and actor and creator Donald Glover, famed for his role in the TV adaptation of Mr. and Mrs. Smith.
Other notable collaborators included Kenzo’s creative director Nigo, American fashion label Palm Angels, rapper A$AP Rocky, and emerging creative force Willow Smith. Chinese multimedia artist LuLu Li, renowned for her cross-disciplinary work, also brought her unique vision to the event.
Moncler gave its creative collaborators the freedom to present their co-creations in immersive, thematic settings throughout the five-hour event.
Upon entering the creative block, the Willow Smith space, with its post-apocalyptic vibe, featured moss-covered ruins and a towering tree, where models displayed Smith’s collaborative designs on a high platform amid the greenery.
Continuing down the main street, the Jil Sander and Hiroshi Fujiwara spaces drew large crowds, with queues extending up to 200 meters.
Jil Sander’s minimalist space featured a circular room with a 360-degree LED screen displaying landscapes of ice, snow, and mountains. In the center, 30 models showcased Moncler’s co-branded designs, reimagined through Jil Sander’s signature minimalism. To accommodate all guests, shows were held every 30 minutes, and during one, a surprise appearance by singer and beauty mogul Rihanna caused a stir among the audience.
This surprise element was unplanned. As audiences selected shows based on their own schedules, they unlocked a variety of unique experiences. This perfectly reflected Moncler’s "City of Genius" theme, emphasizing that creative brilliance can be found in unexpected places. The event embraced inclusivity and openness, allowing everyone to uncover their own fashion surprises.
The night was full of spontaneous surprises. As guests strolled through the event, they could unexpectedly bump into stars like Anne Hathaway or designer Rick Owens. Fans eagerly snapped photos, which quickly flooded social media, blurring the lines between the physical event and its digital presence—ultimately creating a seamless fusion of virtual and real-world fashion storytelling.
As guests continued down the main street, they encountered even more contrasting and imaginative spaces. Edward Enninful’s space featured a striking juxtaposition, with polar icebergs on one side and desert sand dunes on the other. Models, dressed in Moncler and Enninful’s collaborative designs, stood still among the contrasting elements, while massive mirrors on the walls heightened the sensory experience.
Palm Angels brought a playful twist to the event by introducing a kart racing track, where drivers, dressed in co-branded outfits, raced around the venue.
Donald Glover transformed his space into an orange grove, with the scent of citrus filling the air. Models wearing the collaborative designs mingled with the crowd, blurring the lines between fashion creators and the audience, making the experience more accessible and immersive.
More than 8,000 guests—including celebrities, fashion editors, influencers, artists, executives, PR professionals, chefs, architects, and musicians—took part in the Moncler Genius Shanghai spectacle. As midnight neared, the crowd gathered at the main stage to celebrate this unforgettable fashion carnival.
The City of Genius marked Moncler’s largest event ever held in China, serving as both the brand’s annual showcase and the grand finale of the 2025 Spring/Summer Shanghai Fashion Week. The event underscored Shanghai’s status as a leading fashion hub in China.
Moncler refined the organization and planning of this event to enhance the overall experience. Unlike previous Moncler Genius shows, such as the London edition which hosted up to 20,000 guests and faced logistical challenges, the Shanghai event limited the guest list to 8,000. This adjustment led to a more comfortable and enjoyable atmosphere, as noted by attendees familiar with both events.
The successful Moncler Genius show was a collaborative effort between Moncler, the Shanghai Municipal Government, and the Jing'an District Government, setting a new benchmark for international luxury brands hosting large-scale events in China and elevating Shanghai’s global fashion influence.
Embracing the fusion of Eastern and Western cultures—a crucial strategy for success in the Chinese market—"The City of Genius" featured performances and artworks by Chinese artist Xu Bing, Henan opera actor Chen Lijun, and filmmaker Xia Yongkang. This integration highlighted Moncler’s commitment to celebrating and incorporating Chinese heritage into its innovative fashion narrative.
Xu Bing, renowned for his use of characters as an artistic medium, designed a unique font for this year’s Moncler Genius event called "Mendel Genius City." The font embodied the idea that genius inspiration can transcend boundaries and become a universal language. This striking artistic display greeted guests at the entrance, its bold oriental aesthetic setting the stage for a seamless blend of Eastern and Western cultures from the very start of the event.
“This is undoubtedly the most important and influential Moncler Genius show since its inception six years ago,” said Remo Ruffini, chairman and CEO of Moncler Group, in a pre-event interview.
The event's success validated Ruffini’s confidence. The partnership between Moncler and Shanghai, rooted in innovation and creativity, merged global perspectives with China’s rich cultural heritage, elevating Shanghai’s fashion scene and ushering in a new chapter of creative expression in China.
