Moncler presents “The City of Genius” in Shanghai

Following last year’s showcase in London, Moncler‘s inaugural Genius event will close out Shanghai Fashion Week on October 19.

Titled “The City of Genius,” the event is based on the belief that we are all born geniuses and uncreative behavior is learned as we go through life. Spread across 30,000 square meters, the event will house different neighborhoods featuring showcases from an exciting lineup of Moncler Genius co-creators.

This year’s lineup spans luxury, art, design, and entertainment. Global music artists include Willow Smith who’s set to present collaborative pieces, A$AP Rocky, and Donald Glover who brings Gilga Farm, his new production company and cultural library to Shanghai.

From Japan are FRGMT by Hiroshi Fujiwara and Nigo, the Creative Director of Kenzo and Founder of Human Made, who presents a collaboration with Mercedes-Benz. Palm Angels, a long-time collaborator of Moncler, is set to present a special capsule collection alongside special showcases by Rick Owens and Jil Sanders. Additional collaborators include Chinese multidisciplinary artist Lulu Li and British editor and stylist Edward Enninful.

The idea behind The City of Genius comes from a study from the ’60s which found that 98% of five-year-olds qualify as geniuses. However, by the time the individuals reach 25, the percentage lowers to 2% which shows that somehow, the process of growing up “de-geniuses” the mind. A series of AI-generated images show the Moncler Genius 2024 roster as five-year-old muses of themselves, encouraging everyone to keep their internal geniuses alive.

Other visuals include a short movie directed by photographer and filmmaker Wing Shya starring global brand ambassador Leah Dou. Set in a visionary city inspired by Shanghai, the film follows Leah’s growth from 5 years old to adulthood as she navigates life while protecting her imagination. Calligraphy works by Xu Bing link the experience, film, and campaign all together.

The City of Genius serves as a gathering place for creative communities to observe, engage, and experience what’s possible beyond traditional conventions — raising the question, “How do you live Genius?” The event on October 19 will be livestreamed via WeChat, Douyin, RED (小红书), and Weibo. Stay tuned for more to come.

 

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