Who could imagine that a skygear and outerwear company could become a luxury powerhouse with ventures into couture and a whole conglomerate under its name. That is what happened to Moncler, a prestigious Italian luxury fashion house that evolved from merely utilitarian origins to the status of a global symbol of sophistication and shelter.
Founded in 1952 by René Ramillon and André Vincent, Moncler started as a manufacturer of high-performance outerwear, from jackets to sleeping tents and a particular focus on quilted items for extreme weather conditions. Their clothes made it to France’s Winter Olympic team in 1968, famously dressing the French downhill team in their gold medal win.
Where does the Moncler name come from?
The brand's famous name is obtained from the abbreviation of Monestier-de-Clermont –the small Alpine town, where the company was founded. Moncler's massive success is rooted in its innovative use of down feathers to produce lightweight yet incredibly warm and protective outerwear. Their innovation quickly caught the attention of both outdoor enthusiasts and elite sports professionals, solidifying the label’s reputation for their quality and functionality.
Moncler clothing: a long way to growth
The turning point for Moncler came in the early 2000s when the brand underwent a transformation under the guidance of Remo Ruffini, who acquired the company in the year 2003. Ruffini saw the vast potential Moncler clothing had to be elevated beyond its practical origins, thus launching a strategy to position it as a luxury fashion brand. He began collaborating with renowned fashion designers to infuse a sense of style and fashion into the brand's performance-oriented offerings. This led to a number of initiatives and actions from the brand, touching on different fields (from sports to lovers of haute couture), amplifying the reach and message of the Moncler clothing brand.
Some of these most significant milestones were the launch of the Moncler Gamme Rouge and Moncler Gamme Bleu lines in 2006. These lines, led by renowned fashion creators Giambattista Valli (Gamme Rouge) and Thom Browne (Gamme Bleu), respectively, merged the brand's technical expertise with high fashion. Gamme Rouge focused on women's couture, while Gamme Bleu delved into men's formalwear, releasing unique collections that combined functionality and luxury.
A shift in viral trajectory: the Moncler couture by Pierpaolo Piccioli
Pierpaolo Piccioli, creative director of Valentino, left perhaps one of the most significant marks on the brand until this day. His viral haute couture collections for the brand brought forth a series of limited-edition pieces blending the craftsmanship of haute couture with yet unexplored volumes and shapes of sportswear. These collaborations quickly elevated the traditional down jackets into high brow, artistic and mindfully elaborate pieces. With intricate embroideries, vibrant colouring, and innovative silhouettes, the collections elevated sportswear to the stern and strict considerations of what is couture. Piccioli's visionary approach not only reimagined Moncler's signature down jackets, but also elevated them to the realm of wearable art (most recently, in media performances such as Carrie Bradshaw in And Just Like That!).
The build-up in success of Moncler's collaborations and its evolution into a luxury fashion brand, all led up to its first listing on the Milan Stock Exchange in 2013. Today, Moncler is internationally recognized for its fusion of style and technical prowess. The brand's down jackets remain at the core of its offerings, celebrated for their functionality, warmth, and iconic design.
Among their own fashion collections, the Moncler Group was founded, acquiring brands like Stone Island clothing to reinvigorate what luxury streetwear and technical clothing stand for. The group also has strict animal welfare measures and quality guidelines, ensure conscious quality and enabling a traceability policy for us to see the origins of every down item in our acquired products.