Milan Fashion Week: Moncler bids farewell to catwalk with eight new collections
Luxury Italian brand is breaking tradition of showing two collections a year on Milan and Paris catwalks by rolling out clothes and accessories at faster pace
The traditional catwalk show is dead – and the way forward is to attract customers with new products each month, says the chairman and chief executive of Moncler.
Remo Ruffini’s comments came on Tuesday as the Italian luxury clothing group kicked off Milan Fashion Week by revealing not one, but eight new collections.
Moncler wowed the fashion crowd while revealing the eight collections – hidden in silver-clad cavelike spaces inside a warehouse on the outskirts of Milan and draped on mannequins, hung from the ceiling, and projected on giant mirrors, rather than worn down a catwalk.
“The concept of the catwalk show doesn’t exist any more for us, it’s a new way of working from now on,” Ruffini said.
In November, Moncler said it would break with its tradition of presenting two collections a year on catwalks in Milan and Paris.
Last week, it said it would start rolling out clothes and accessories at a faster pace.
Ruffini said that the new strategy, with a collection released to the public each month, was an adaptation to the digital age, although he ruled out Moncler turning to the “see now, buy now” model – delivering clothes to shops straight after their presentation.
“We must release new energy each month,” the Italian said. “The world has changed, people travel, they don’t buy in March and September only, like they once did.”