(Yicai) Oct. 21 -- Italian luxury fashion house Moncler successfully held The City of Genius show for the first time in China in Shanghai.

Moncler’s The City of Genius took place at the end of the Shanghai Fashion Week’s Spring/Summer 2025 edition along the Huangpu River, covering an area of about 30,000 square meters. British Vogue’s Editor-in-Chief Edward Enninful, Japanese street fashion icon Hiroshi Fujiwara, singer Rihanna, actress Anne Hathaway, and other celebrities attended the event.

Launched in 2018, The City of Genius invites creators from the music, art, performance, and fashion industries to collaborate on co-branded products, mostly down jackets.

China has always been an important market for Moncler, Chairman and Chief Executive Officer Remo Ruffini said at a press briefing. He also noted that he believes China will become one of the largest markets in the world within five years.

Moncler’s first store in China was opened in Shanghai in 2009. In 2021, the company established a Chinese business division at its headquarters in Italy, and in 2022, it opened a dedicated content creation studio in Shanghai.

Moncler’s sales revenue soared 17 percent to EUR3 billion (USD3.2 billion) last year from the previous one, according to the firm’s latest annual report. The growth outpaces Hermès Group’s 16 percent in the period.

Less than one month ago, Moncler announced it signed an agreement with LVMH for the French luxury goods giant to acquire a 10 percent stake in Double R, an investment company owned by Moncler’s largest shareholder Ruffini. Double R owns nearly 16 percent of Moncler.

According to the deal, Double R will buy up to 18.5 percent more shares of Moncler within the next 18 months with the funds raised from LVMH, which would then increase its stake in Double R to around 22 percent.

Editor: Futura Costaglione