Jan 24, 2024
Moncler‘s Genius program has unveiled its partnership with Roc Nation, envisioned alongside its illustrious founder, the iconic rapper and entrepreneur, Jay Z.
This expansive collection comprises approximately 20 distinct pieces, including a textured mustard snake-skin inspired bomber jacket with meticulously crafted details like a snap pocket on the left sleeve and a tonal embossed XL logo (priced at 1,750 euros). It also features a short, oversized down jacket along with a sleeveless version (at 1,650 and 1,390 euros) in white, black, or orange, a leather bomber jacket (priced at 3,500 euros), and a reversible down jacket with an ultra-soft shearling fur (costing 4,500 euros). Additionally, the collection includes wool sweaters, T-shirts, sweatshirts, beanies, shorts, track bottoms, and overshirts, occasionally bearing the phrase “Genius is Everywhere,” adding a touch of premium streetwear to this line.
However, this offering aspires to be more than a mere collaboration between the artist and the brand. In January 2023, Moncler announced its ambition to evolve its Genius concept, which was launched in 2018. Initially groundbreaking and introducing a new luxury-creator to the Remo Ruffini-owned brand, which already featured the Moncler Collection and Moncler Grenoble lines, Genius each season engaged in high-profile collaborations with guest designers. Therefore, a year ago, the brand’s leadership announced their intention to transform Genius into a “co-creation platform.” Following an immersive event at London Fashion Week last year, Moncler is now teaming up with Jay-Z and Roc Nation.
“Driven by the idea that genius is omnipresent and fueled by the desire to encourage personal expression, Moncler and JAY-Z narrate the collection’s story through a manifesto film. This film features a soundtrack from the movie The Book of Clarence, co-produced by JAY-Z and narrated by the artist Saint Jhn,” as explained in a brand statement. Directed by Irish filmmakers Páraic and Kevin McGloughlin, the film establishes a visual parallel between mountain ascent and urban ascent, juxtaposing the Alpine landscapes with striking snapshots of JAY-Z and Roc Nation’s New York. The mountain peaks merge with the city’s skyscrapers, while ice tunnels transform into subway escalators, and mountain ranges blend into the city’s skyline.
This project encompasses a variety of digital, musical, photographic, and profoundly artistic content.
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