EXTRAORDINAIRE POUR TOUJOURS
Last night, Moncler celebrated its anniversary with a historic takeover of Milan’s most iconic venue, the Piazza del Duomo – a symbolic moment that kicked off a 70-day programme of must-see events around the world.
The iconic Maya jacket was at the heart of the performance: with a historic design revisited for the occasion, bringing together the origins and the future of the brand. The historic event, opened by the prima bellerina of Milan’s Teatro alla Scala, Virna Toppi, brought together a cast of 1952 performers – in commemoration of the year the brand was founded – who “painted” the square in white, dressed in Moncler Maya 70 jackets specially made for the occasion. The performers offered an artistic performance based on song and dance, orchestrated by French choreographer Sadeck Berrabah (Sadeck Waff), offering Moncler lovers an avant-garde reinterpretation of contemporary dance, which pushes the limits of the human body.
In a continuing effort to unite and engage communities, the event was open to the public, with 18,000 spectators attending from the main square as well as from the surrounding balconies and terraces.
“Last night, in Piazza del Duomo, I witnessed the future of Moncler. Tradition and innovation, the brand’s identifying values, were brought together through the emblematic Maya jacket – a model that never stops evolving, in terms of style and materials, and thus remains a contemporary. We could feel the vigour in the execution and the uniqueness of this performance that explored new territories of dance. The atmosphere was incredible. Experiencing this together created a wave of emotion that we shared with all our communities around the world, thanks to digital.
What I am most proud of is that we brought together all generations and felt the strong energy of our communities. We want to build our next 70 years with them. At Moncler, we dream together,” commented Remo Ruffini, Chairman and CEO of Moncler S.p.A.
700 dancers. 200 musicians. 100 choristers. 952 models: 1952.
The performance began with a group of dancers covering the Piazza in white, creating a blank canvas that instilled a sense of new beginnings. The prima ballerina of Teatro alla Scala, Virna Toppi, appeared accompanied by a lone chorister singing acapella. She was then joined by Sadeck Waff, when the entire Voci Bianche choir began to sing. The choir then gave way to the Milanese orchestra, made up of musicians and artists from Teatro alla Scala, and their interpretation of Carmina Burana. The audience was treated to Waff’s staging. Their geometric movements in perfect coordination raised the energy to an electrifying atmosphere. At the climax, the orchestra was replaced by DJ Lorenzo Senni and his electronic music. Finally, the cast of 1952 performers, moving as one, unveiled their final tableau under a shower of confetti.
This evening inaugurated the beginning of an extraordinary journey that celebrates 70 years of Moncler’s history, as well as its next chapter charged with energy, ambition and the desire to continue to nourish the extraordinary, now and forever.
Remo Ruffini was joined in Piazza del Duomo by many friends of the brand, including: Alessandra Ambrosio, Salehe Bembury, Blanco, Bianca Brandolini, Eric Chou, Cesc Fàbregas, Hiroshi Fujiwara, Future, Matilde Gioli, Anne Hathaway, Elsa Hosk, Minhyun Hwang, Carmen Jordá, JR, Colin Kaepernick, Michèle Lamy, Sungkyung Lee, Nessa, Normani, Tobi Nwigwe, Bella Poarch, Francesco Ragazzi, Francesco Scianna, Maria Sharapova, Nigel Sylvester, Shaun White, Pharrell Williams, Shailene Woodley, Na Ying.
Moncler. Extraordinary forever.