On October 19, the Spring/Summer 2025 Shanghai Fashion Week will hold the Moncler Genius 2024 immersive global debut ceremony. This is the first time since its launch in 2018 that Moncler Genius has left Europe and come to Shanghai, China. The news spread like wildfire and attracted attention.

Why did Shanghai Fashion Week choose the Moncler show to end with the finale? What is the hidden meaning behind it?

As the finale of the Spring/Summer 2025 Shanghai Fashion Week, the Moncler Genius immersive ceremony will be held this Saturday. The picture shows the renderings of the ceremony. photo provided by interviewee

In response, Liu Min, deputy director of the Shanghai City Commerce Commission, described the cooperation as a two-way trip when he "officially announced" the news that Moncler would appear at Shanghai Fashion Week at the press conference of Shanghai Fashion Week on September 23.

She said that this year Shanghai has introduced support policies to support the economic development of initial launches, providing support to professional platform service organizations for new launches, first store openings, incubation and launch activities, initial brands and first stores. This season's Shanghai Fashion Week allows us to see the immediate effect of policies and the gratifying scene of internationally renowned companies gathering in Shanghai Fashion Week. For example, Italian luxury down jacket brand Moncler held a global new product launch event at Shanghai Fashion Week.

It is worth noting that the "passionate collision" between Mengkelai and Shanghai fashion is not the first time, nor is it just a big show.

Mengkelai, headquartered in Milan, Italy, entered the China market in 2009. It has been 15 years since then. It has established Mengkelai (Shanghai) Trading Co., Ltd. in Jing 'an District of Shanghai City. Its first mainland flagship store has entered Shanghai Henglong Plaza on Nanjing West Road. In 2021, Mengkelai established a dedicated China business unit at its headquarters to target the China market and Chinese customers around the world.

With the introduction of relevant policies in Shanghai to promote consumption and encourage enterprises and brands to hold high-level "debuts, debuts, and debuts" activities, Mengkelai has opened a double-decker boutique in Xingye Taikoo Hui in Jing 'an District, becoming a vivid footnote to its continuous expansion of its commercial territory in Shanghai and China.

After in-depth communication between the brand and Shanghai Fashion Week and Jing 'an District, it became natural that the "Moncler Genius" immersive ceremony came to China for the first time and was listed as the finale of Shanghai Fashion Week.

"Shanghai Fashion Week not only strengthens cooperation with international brands and international institutions, but also cultivates a number of cutting-edge designer brands every year. Therefore, the Shanghai City Commerce Council actively supports Shanghai Fashion Week, jointly implements the manager plan for fashion brand cultivation in the future, jointly builds a new product launch platform and Asia's largest clothing and apparel trade ordering platform, and promotes Shanghai to create more fashion landmarks." Liu Min said at a press conference at Shanghai Fashion Week.

The Paper reporter learned from Shanghai Fashion Week that the theme of the ceremony was "The City of Genius", inspired by a study conducted in the 1960s. The study found that up to 98% of five-year-olds have talent, and by adulthood, this proportion drops to 2%. It tells people that talents are born, but the creative power of talent gradually weakens as they grow up. If a city can allow more people to retain their innate talents, our city life will be better.

The theme of the event is "The City of Genius", inspired by a study from the 1960s. The study found that up to 98% of five-year-olds have talent.

This alliance will join hands with Shanghai Fashion Week to showcase the endless power of creativity with a clever blend of design, luxury, fashion, art and entertainment. "Moncler Genius" is not only a fashion show, but also an original 360-degree immersive ceremony. Ten world-renowned design stars will create ten different themed and imaginative display spaces in the venue, integrating art, design, entertainment, music, fashion and culture, allowing guests to stay in it, feel the collision of creativity and inspiration, and feel the infinite possibilities of Shanghai, an international metropolis.

Artists specially invited to cooperate include Xu Bing, an important conceptual artist in linguistics and semiotics, Dou Jingtong, a singer and songwriter from Beijing, China, Xia Yongkang, a cross-border designer, Hiroshi Fujiwara, the godfather of street fashion, and Japanese music producer and designer Nigo, etc.

Remo Rufini, chairman and CEO of Italian Mencolay Group, said that every time he comes to Shanghai, he is deeply infected by the fashion vitality and ever-changing changes of this international metropolis. Shanghai attracts foreign investment and promotes consumption. The efforts to support innovation are impressive. It is the best choice to hold the "City of Talents" event in Shanghai this time. Mengkelai will adhere to a long-term approach, continue to increase investment and innovation layout in Shanghai, strive to provide better products, services and experiences, better promote mutual cultural learning, and better achieve sustainable development.