Moncler Celebrates 70 Years With Takeover of Milan’s Piazza del Duomo

Moncler commemorates 70 years and kicks off 70 days of global celebrations.

Moncler, the iconic Italian outerwear house, has kicked off 70 days of global celebrations to honor 70 years of coats and clothes.

The 70 days of celebrations were kicked off with a takeover of Milan’s famous Piazza del Duomo.

The symbolic event was a performance centered around the idea of repetition. It consisted of a blend of 1952 unique artists and models, all dressed in Moncler’s iconic Maya jacket.


The number 1952 isn’t random; it is symbolic of the year the fashion house was founded. The 1952 artists consisted of 700 dancers, 200 musicians, 100 choir members, and 952 models who all brought life to the show.

Each of these artists was dressed fully in white and fully in Moncler. All of their Maya jackets were specially made for the 70-year anniversary and are meant to bring the historical design back for today’s eyes. Bridging the brand’s origins with the brand’s future.

The artist that opened the performance was the prima ballerina of Teatro alla Scala di Milano Virna Toppi. Following them, the rest of the artists ‘painted’ the square white as they sang, danced, and strutted in their Maya jackets.

Renowned choreographer Sadeck Berrabah orchestrated the show and helped bring the elements of repetition into the physical body with unique reinterpretations of contemporary dance.

The event was also just as much a show for Moncler as it was a show for the people. As 18,000 viewers gathered for the spectacle in the main square and surrounding balconies and terraces.

In addition, major faces such as Normani, Shailene Woodly, Anne Hathaway, Colin Kaepernick, Michele Lamy, and Bella Poarch all attended the show dressed in Moncler attire.

The 70 days of celebration will continue with the Extraordinary Forever Campaign. This campaign will share archival to present-day photography around the world and highlight some of Moncler’s biggest achievements.

Along with the campaign will come 7 different takes on the Maya jacket from 7 iconic designers, including Thom Browne, Hiroshi Fujiwara, Rick Owens, Pierpaolo Piccioli, Francesco Ragazzi, Giambattista Valli, and Pharrell Williams.


As if that wasn’t enough, Moncler will be bringing an immersive experience to New York, London, and Seoul that will combine fashion with technology using cinematic video and historical archives.

Not to mention, Moncler will also be creating 7 NFTs in an effort to expand their brand into the metaverse and web3. They will do this by collaborating with web3 solutions platform Arianee and German digital artist Antoni Tudisco.

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