The world’s most desirable luxury activewear brand, Moncler opens its Auckland boutique

At the pinnacle of technical skill and stylish innovation, Moncler’s new Auckland flagship in Westfield Newmarket is a step in the right direction for the brand’s contemporary fashion takeover.

The history of one of the world’s fastest-growing luxury brands begins with its iconic down jacket, which was initially manufactured and designed to keep factory workers warm in the mountainous village of Monestier-de-Clermont — known as Moncler for short. Good design travels fast, and before long French mountaineer Lionel Terray wore the outdoors brand for his extreme expeditions to the far reaches of the globe. Then, Jacqueline Kennedy was spotted wearing the label on the resort ski slopes.

At the peak of practical design and polished style, the heritage label is seeking new horizons under CEO Remo Ruffini. After a year of significant change for all, Moncler’s new collections are designed for those with a new sense of purpose.

Left: Robin Wright Penn and daughter Dylan Penn for Moncler’s Winter 2021 campaign.

The womenswear collection is designed for a range of altitudes and attitudes, taking the wearer from ski fields to fashion weeks. Feminine trench coats are statuesque in proportion and sweeping woollen capes are updated with tech-savvy hoods.

With a newfound appreciation for the elements after indoor lockdowns, Moncler is reinvigorating its technical down and nylon materials. In particular, sporty leather trousers and nylon skirts create a modern edge of elegance.

Left: ANASTASIOS MONOGRAM JACKET FROM MONCLER FW21 ENFANT COLLECTION.

The menswear collection welcomes an elevated cabin-core aesthetic — think onion-quilted zip-up jackets and vintage-faded parkas in earthy hues. With a focus on multiplicity, the new parkas and bomber jackets are reversible and their sleeves can be removed.

Moncler has been at the summit of streetwear-cool since Milanese teenagers started to don its parkers off-piste at the piazza in the 70s, then the Parisian creative Chantal Thomass reworked the classic look in the 80s. It was a natural expansion then to see high-top sneakers and all-weather bucket hats added to the 2021 collections.

With an already dedicated local following, the arrival of Moncler’s flagship boutique in Auckland will further expand the appeal of this globally revered luxury brand.

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