Moncler and Craig Green Make a Sensational Drop in Montreal
Craig Green and Moncler Make a Sensational Drop in Montreal
There’s more evidence today of fashion rebooting itself in a cross-pollination of conceptual art, immersive sensation, and online/real-time shopping. Montreal’s flagship Ssense store is hosting a reenactment of the monumental installation that Craig Green first staged at its inaugural Moncler Genius show in Milan in February—pumping, breathing towers and extreme visions of padded men included.
“When I think of Moncler, I think of horizontal curves, of something looking very solid but being as light as air. The idea that it’s solid, but then you can squeeze out the air and just fold it away,” says Green, who shows his critically lauded namesake menswear collection in London. “Moncler is a brand that is about functionality and protection. The idea of protecting the body is where they start, and that’s where I connect. So I had the idea of these big human-flotation devices. There were padded tubes, like the insides of space suits.”
Green says his brief from Moncler CEO Remo Ruffini was to go just as far as he wanted: “He was, like, just do the most extreme version, don’t clutter it. Make it very direct. To work with someone who encourages weirdness—that’s been amazing.” It’s weirdness driven by sound business clout, though. Behind the inflating, deflating towers—an installation made by the British set-design artists Isabel and Helen—and the shock sensations evoked by Green’s hulking padded men, there are the commercial iterations of the jackets, loaded up to buy online at ssense.com, the chief collaborator in the global rollout.
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