Source: The Business of Fashion
Summary
Moncler held its Moncler Grenoble 2024 show at its new global headquarters in Milan, Casa Moncler. The event showcased the brand’s latest collection, which featured a mix of functional and stylish pieces. According to Moncler, the collection was inspired by the idea of “urban mountain” and aimed to redefine the boundaries between city and mountain wear. The show was attended by industry professionals, celebrities, and influencers. Moncler’s creative director, Sergio Zambon, said the collection was designed to be both functional and fashionable.
Our Reading
The trend returns with a new name. Moncler’s “urban mountain” concept feels like a rehashing of 90s-era streetwear-meets-outdoors trends. The collection’s emphasis on functional style is reminiscent of 2000s-era techwear. Moncler’s use of bold colors and logos is a nod to 80s-era outdoor gear. The brand’s attempt to redefine city and mountain wear feels like a marketing ploy. The “urban mountain” trend is just a rebranding of the same old mix of athleisure and outdoor wear.
Repackaging the Past
The fashion industry is no stranger to repackaging old ideas as new trends. Moncler’s “urban mountain” concept is just the latest example of this phenomenon. By slapping a new name on an old idea, brands can make it seem fresh and exciting to consumers.
The Cycle of Fashion
Fashion trends are cyclical, and what’s old often becomes new again. Moncler’s use of bold colors and logos is a nod to 80s-era outdoor gear, which was itself influenced by earlier trends. The brand’s attempt to redefine city and mountain wear is just a rehashing of old ideas.
Marketing Magic
Moncler’s marketing team is trying to spin the “urban mountain” trend as something new and innovative. But fashion insiders know that this is just a rebranding of the same old mix of athleisure and outdoor wear. The brand’s use of buzzwords like “urban” and “mountain” is designed to make the trend seem exciting and desirable.
Functional Fashion
Moncler’s emphasis on functional style is reminiscent of 2000s-era techwear. The brand’s use of technical fabrics and functional details is designed to make the clothing seem both stylish and practical. But is this really a new trend, or just a rehashing of old ideas?
Conclusion
Moncler’s “urban mountain” trend is just the latest example of the fashion industry’s tendency to repackage old ideas as new trends. By slapping a new name on an old idea, brands can make it seem fresh and exciting to consumers. But fashion insiders know that this is just a rehashing of old trends, and that true innovation is hard to come by in the fashion world.
Author: Evan Null
