Moncler Takes You To A Neon-Lit Ramen Bar In Tokyo

The brand has released a short film that explores a conceptualization of choices and encourages viewers to redefine the meaning of existence.

Even in difficult times, Moncler continues to extend its pioneering spirit in 2020 and explore new horizons. The initiative lives on through Moncler Genius, wherein a symposium of designers is invited to give their unique take on Moncler and channel their creativity. The most recent installment dubbed comes from Hiroshi Fujiwara, a Tokyo-based designer who moved to the city at the age of 18 and instantly became a standout in the Harajuku street fashion scene.

Each Moncler Genius collection has a dedicated launch date, ceaselessly rolling out unique voices and modes of expression through the year. In this one, Fujiwara turns the ordinary into the extraordinary, taking vintage, military, urban, and tech references and tweaking them with the sensibility of a unique cultural agitator. Mysterious slogans splashed on functional puffers, field jackets, windbreakers, parkas; Moncler’s laqué and technique nylons mixed with herringbones, flannels, and wools; jackets embroidered with the cover art from Kool & the Gang’s Spirit of the Boogie; sweaters featuring the longitude and latitude of Fujiwara’s favorite restaurant in Paris.

The main slogan of this eclectic collection is cheekily self-referential: it spells loud FRAGMENT LOVES MOUNTAIN on matt nylon jackets, alluding to Moncler’s skiwear heritage. This range is very collaborative: Fujiwara has teamed up with British leather specialist Lewis Leathers to create new versions of their iconic biker jacket — including one in the Moncler’s signature nylon laqué. There are also canvas bags, along with a collaborative Converse Chuck 70 capsule with contrast stitching and minimalist detailing in black & white colorways, as well as a few bag offerings completing the collection’s accessory range. 

7 MONCLER FRAGMENT HIROSHI FUJIWARA is now available in Moncler boutiques, moncler.com, and select wholesale networks worldwide. To celebrate the drop, the Moncler team has released a video by Japanese director Genki Ito starring internationally known Japanese actor and singer Tomohisa Yamashita. Set in a Tokyo ramen bar, the short film explores a conceptualization of choices and encourages viewers to redefine the meaning of existence. Check it out below — it’s worth a watch.

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