Remo Ruffini on Icons as Moncler Launches Yearly Re/Icons Project
MILAN — Moncler has long placed great value in its mountain heritage and history spanning more than seven decades and on Thursday it kicks off the Re/Icons project by reimagining its signature and archival Karakorum jacket.
Moncler launched the Karakorum jacket in 1954, named after the mountain range in Asia in the Kashmir region, but using the Italian spelling.
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The original Moncler Karakorum was worn by Achille Compagnoni and Lino Lacedelli, the first to reach the summit of K2 in 1954, reflecting the technical excellence of the garment.
Asked to define an icon and to explain how he envisions making it contemporary, Moncler’s chairman and chief executive officer Remo Ruffini told WWD that “an iconic piece is way more than just a product. I see Moncler icons as a timeless representation of the brand’s DNA that recalls a universe of cultural meanings. Icons are timeless, cutting through trends, eras and different generations. What I love is that it is not the brand to define an icon, they are a consequence of a shared love with our communities over the years, creating a unique and special feeling for those must-have styles.”
He observed that for the company, introducing a concept such as Re/Icons “represents a unique opportunity to celebrate some of our timeless and most iconic styles by remastering, reimagining and reintroducing them to current and new generations of Moncler lovers.”
Icons, he continued, “are a representation of where we come from and a reminder not to lose connection with our roots while the brand continues its natural evolution.”
The Re/Icons project offers Moncler “the opportunity to celebrate each year with a different iconic style from our rich history.”
The Karakorum jacket is one of Moncler’s best-known styles, and it is fitting to celebrate it and reinterpret it now, Ruffini believes. “The Karakorum jacket also has something epic within its history. It was born in 1954 out of an expedition, and since then has been playing an important role for the brand over the past 70 years. Other iconic styles will come in the next years.”
The Karakorum jacket, available for men and for women in select Moncler boutiques and on the brand’s online store, retails at between 1,650 euros and 2,000 euros.
Moncler was founded in 1952 in Monestier-de-Clermont, and the mountains are not only the brand’s physical birthplace, but also symbolic of its goal to aim higher, Ruffini has often said.
Last year, Moncler marked its 70th anniversary and part of the celebrations included reimagining the Maya jacket. This kicked off the idea that became Re/Icons.
Last September, the company took over Milan’s landmark Piazza del Duomo during fashion week with a performance opened by the prima ballerina of Teatro alla Scala di Milano Virna Toppi and comprising 1,952 artists — representing the founding year of the brand — and all wearing a white Moncler Maya 70 jacket.
As part of the celebrations, the Maya was tweaked and reimagined in a limited edition with 13 special colors, ranging from metallic platinum to a range of pastels or forest green, campfire orange and woodland violet.
Also marking the milestone, Ruffini asked seven designers to revisit the Maya jacket including Francesco Ragazzi of Palm Angels; Thom Browne; Fujiwara of Frgmt; Rick Owens; Giambattista Valli; Pierpaolo Piccioli, and Pharrell Williams.
As reported, for the first time in its history, Moncler Group revenues exceeded the 1 billion euro mark in the first half of the year, climbing 24 percent compared with the same period in 2022.
In the first half, Moncler brand revenues totaled 935 million euros, up 29 percent. Moncler’s direct-to-consumer channel rose 45 percent at constant exchange in the second quarter driven by solid double-digit growth in all of its three main regions.
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