The Untold Story ‘NEW YORK IN MONCLER’

NEW YORK IN MONCLER MIDTOWN MOUNTAINS Business Wire

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A Retrospective of Pioneering New York Moments

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Some love stories take time. After decades of shared moments, Moncler reveals the story of its enduring relationship with New York through an expansive city-wide declaration of love.

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NEW YORK — The untold story of New York in Moncler began when snow met concrete. What could have melted instead endured, forging a love built on pioneering moments and strengthened with every chapter. They found each other, again and again. Decades later, their story is finally ready to be shared.

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Revealed through one of the largest open-air public exhibitions the city has ever seen, New York in Moncler unveils the peak moments that capture the bond between New York and Moncler, transforming communal spaces across the city into a powerful retrospective gallery from September 9-13.

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New York in Moncler is a very public display of affection; large-scale photographs will showcase unforgettable experiences born from more than twenty years of close collaboration and cultural exchange. Unfolding in a city-wide takeover, the exhibition culminates in a dedicated space within Grand Central Terminal’s Vanderbilt Hall.

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The moments on display have shaped the brand’s evolution and helped establish the creative language that defines Moncler today: alpine-inspired design, not only celebrated as technical mountain apparel, but also as a global metropolitan symbol of style, protection, and human connection.

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These landmark memories are further celebrated in a film released today, September 3, that brings to life the secret love story between Moncler and New York. Moving through special moments that have shaped the relationship over time – from shows and campaigns to the connections between the city, its people and Moncler – the film becomes a visual expression of this bond. Narrated by iconic New Yorker and close friend of the brand Alicia Keys, who passionately voices the story over her unreleased new music, it captures a relationship that continues to evolve.

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Together, these milestones established New York as a Moncler muse – a city where Moncler demonstrated that fashion could deliver performance, provide a platform for creativity, and create shared cultural experiences.

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A new chapter in the love affair is about to begin.

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Just steps from Grand Central Terminal, Moncler will unveil its largest-ever global flagship, Moncler Fifth Avenue. The new location represents the latest in a series of highs, the ultimate expression of the love between city and brand – and a bricks-and-mortar embodiment of an incomparable connection. A space where the next decades of Moncler’s New York dreams can come true.

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New York in Moncler will be on display at Grand Central Terminal’s Vanderbilt Hall and across New York City from September 9–13. Works on display include:

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A Hudson Hike

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Chelsea Pier, 2010

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Moncler’s New York ascent began with the transformation of the iconic riverside site into an urban mountain, as 100 Moncler Grenoble-clad models scaled scaffolding in an immersive Fashion Week moment.

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A Grand Groove

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Grand Central Terminal, 2011

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Grand Central Terminal’s Main Concourse became a surprise runway for Moncler Grenoble’s Fall/Winter New York Fashion Week presentation. 140 dancers, clad in technical alpine wear, captivated commuters with a synchronized performance.

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A Central Skate

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Central Park, 2012

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Professional skaters, wearing red, white, and blue, took to Central Park’s Wollman Rink in a large-scale ice performance for Moncler Grenoble’s Fashion Week moment, accompanied by a live orchestra of New York musicians.

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A Gotham Forest

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Gotham Hall, 2013

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Moncler Grenoble transformed New York’s Gotham Hall into an immersive installation, recreating a sense of the alpine outdoors in the heart of Manhattan with a tiered ‘Inner Forest’ formation of nearly 370 green-clad models.

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A Ballroom Ballad

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Hammerstein Ballroom, 2014

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New York’s iconic music venue became a monumental performance machine, blending alpine vocal tradition with engineered choreography for the Moncler Grenoble Fall/Winter fashion show. Sixty choristers, arranged across a multi-level structure, formed the living backdrop for Swiss artists André and Michel Décosterd’s

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Pendulum Choir

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installation, performed on hydraulic platforms.

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Midtown Mountains

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Chrysler Building, 2014

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Annie Leibovitz lensed the Moncler Collection Fall/Winter campaign, capturing model Simon Howell on top of the iconic Chrysler Building. Embodying the brand’s defining concept of a universal jacket that transcends seasons, trends, and borders, the image blurs the lines between mountain summit and the soaring skyscraper.

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Art For Love
New York Public Library, 2015

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Moncler’s Art For Love project, an initiative developed in support of amfAR, was presented at the New York Public Library during Fashion Week. Curated by Fabien Baron, the project invited 32 photographers to reinterpret Moncler’s iconic Maya jacket, transforming it from a functional garment into a canvas for a broader dialogue between fashion, photography, and philanthropy.

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Image 1: Studiocat by American photographer Brigitte Lacombe presented an unexpected protagonist, turning the jacket into both protective cocoon and theatrical frame – a witty, character-driven interpretation of Moncler’s most recognisable silhouette.

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Image 2: Camilla Åkrans’ A Surrealist Portrait with Flowers features a model enveloped by a dense floral arrangement, with the Maya jacket woven into a dreamlike composition. Known for her expressive portraiture and evocative use of natural elements, Åkrans transformed the functional garment into a poetic image that reflects her signature visual language of femininity, romance, and nature.