Moncler is no stranger to a cutting-edge collaboration, and for its latest campaign there are no exceptions. This time, it’s Japanese designer Hiroshi Fujiwara and his cult streetwear label fragment design, curating a new chapter for the Moncler Genius World Tour. Fujiwara’s collection is the seventh chapter of the Genius story, with Moncler rendered in new urban feeling. Along with the release, a campaign film directed by Genki Ito stars Tomohisa Yamashita, who transports us through the fantasy.
The Moncler Genius series has seen the iconic Italian outwear label chart unexpected territory, with refreshing iterations of their house codes from a collection of bold global tastemakers. Simone Rocha and Richard Quinn are some of our particular favourites to grace the series so far, with an extravagant entrance from Valentino’s Pierpaolo Piccioli next year that we’re eagerly awaiting (think puffer ball gowns). The 7 Moncler Fragment Hiroshi Fujiwara collection takes a more relatable streetwear approach, with moments of military and Americana meeting those of the technical and metropolitan. We would expect nothing less from the fragment design creative, who has garnered a streetwear cult-following through his marriage of vintage motifs with highpoints of the Harajuku streetwear scene, of which he has been so formative.
In the film, Tomohisa Yamashita is a digital explorer made native. He steps into a series of Moncler-made vortexes, in the collection’s shiny puffers and military parkas to discover a universe that is familiar yet futuristic. It feels almost Blade Runner… it’s Fujiwara’s aesthetic embodied. He ventures through surreal scenes and his memories in head-to-toe Moncler. ‘Open up your chest and show me you have heart’, he realises, and we’re transported back to reality.
The Genius World Tour is a collaboration of epic proportion, with each of the instalments accompanied by a blockbuster global launch event. Fujiwara’s chapter is Japanese-streetwear embodied and ultra-cool, available at Moncler Westfield Sydney and Chadstone Melbourne boutiques from October 3.
