Subcultural Subtleness
Moncler Fragment Hiroshi Fujiwara Collection

During the 2018 Milan Fashion Week, French-Italian label Moncler unveiled the Moncler Genius, a collaborative project created in conjunction with six guest designers to reimagine Moncler’s identity.

The line-up includes Pierpaolo Piccioli, Simone Rocha, Craig Green, Karl Templer, Kei Ninomiya, Hiroshi Fujiwara and Francesco Ragazzi. Each designer presents a theme like ‘Pure Essence’, ‘Pop Trademark’, ‘Playful Flair’, ‘Pragmatic Femininity’, ‘Dress as Habitat’, ‘Wearable Geometry’, ‘Subcultural Subtleness’ and ‘Going Viral’. Each project matches the creativity of the Moncler soul, creating a new identity that is truly authentic.

Shown here is the collection created for Moncler with Japanese designer Hiroshi Fujiwara, who represents the theme of ‘Subcultural Subtleness’. As a culture fomenter and a pop infiltrator himself, Fujiwara reworks some of the iconic pieces from Moncler with his unique aesthetics to give them a cult-status spin. Down jackets, down-lined flannel shirts, knitwear, balmacaan coats and M65 jackets are now featured in fragment design’s signature blue and decorated with its double-lightning motifs. With the help from these industry heavyweights, Moncler can open a new chapter in its history.