If some far-flung locations chosen for destination runway shows are often only tenuously linked to the brand on show, Moncler’s latest Grenoble presentation – held on the snow-capped Alpine peaks of historic Swiss ski resort St Moritz this past weekend – was a trip which made perfect sense.
And this is not simply because Moncler itself was born in the Alps just over 70 years ago in France’s Monestier-de-Clermont, with founders René Ramillon and André Vincent seeking to create a quilted sleeping bag for mountaineers scaling the heights of the locale. Rather, take even the briefest of wanders around downtown St Moritz – long known as a bolthole for royalty and the super-rich when they wish to hit the slopes – and you will see just how omnipresent Moncler’s outerwear is among the resort’s clientele (one can surmise that this is down to the sweet spot the brand hits in its outerwear between exclusivity, functionality and style).
