Come One Come All: Moncler Invites 18,000 People To Its 70th Birthday Party

For many other brands, the weekend’s persistent rain might have upended plans to create a huge show in Milan’s Duomo Square. Moncler, however, is a house that specialises in garments that can get you through the worst of weathers. Moncler collaborators past and present, including Pharrell Williams, Michèle Lamy, Francesco Ragazzi and Hiroshi Fujiwara joined Salehe Bembury (a rumoured future collaborator) to celebrate the French-founded, Italian-operated brand’s 70th anniversary. 

  

Before moving on with fellow guests including Future, Anne Hathaway, Colin Kaepernick and Shailene Woodley for an exclusive dinner, they joined an estimated 18,000 members of the public to watch a show that featured precisely 1,952 models, musicians and performers – a detail intended to mark the year the house was founded. Under the choreographic direction of Sadeck Waff, the result was an epic of synchronised expression. And as all of the participants were wearing all-white Moncler, including the new ‘70’ edition of the Maya jacket that will be the central subject of the house’s anniversary sales campaign, they were able to put up with a little bad weather.