Agenda-setting intelligence, analysis and advice for the global fashion community.

The Simple Math Behind Moncler’s Genius Spectacles

The Italian skiwear brand’s large-scale events are a good example of how it’s able to play in the same league as brands with significantly larger budgets, argues Luca Solca.

Moncler's large-scale 'Genius' events are a good example of how the brand is able to punch above its weight argues Luca Solca. (Courtesy Moncler)

Luca Solca

23 February 2023

BoF PROFESSIONAL

Major luxury and fashion brands traditionally present their new collections via catwalk shows staged for industry insiders, celebrities and top clients. Once upon a time, these events were about the size of a large living room, if we think about Dior’s original presentations. But in recent decades, they have become blockbuster affairs, more about brand marketing than debuting collections.

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