(Yicai) Oct. 19 -- Italian luxury house Moncler brings its highly anticipated Moncler Genius project to China for the first time today, presenting an unprecedented immersive global fashion show as the finale of this year's Shanghai Fashion Week.

The City of Genius

With the conclusion of the 11-day Shanghai Fashion Week, Moncler launched a new line up of Moncler Genius, The City of Genius, to create a metropolis of immersive experiences that act as a global epicenter of creativity. 

The City of Genius occupies a vast 30,000 square meter space in Shanghai's. Through a series of unique business areas, it will illustrate distinctive creative concepts and present collections and experiences created by global innovation pioneers. 

Moncler collaborates with artists, designers, musicians, and other talents from various fields. They include Edward Enninful, Hiroshi Fujiwara, Donald Glover, LuLu Li, Nigo, Palm Angels, A$AP Rocky, and Willow Smith. In addition, Chinese artists Xu Bing, singer Leah Dou, and photographer Wing Shya are invited to be the special guests.

The Power of Creativity

Launched in 2018, Moncler Genius is an innovative platform for cross-industry collaboration, bringing together creative minds from various fields to challenge traditional collaboration models and bring infinite creativity to the world.

The City of Genius is not only a tribute to Shanghai but also a celebration of Shanghai's innovative spirit. Moncler looks forward to collaborating with Shanghai to drive the development of the fashion industry and bring more creativity and surprises to consumers.

Moncler’s history with Shanghai dates back 15 years when its first flagship store opened at Shanghai Plaza 66. With its strong support and improved business environment, Shanghai has become a solid foundation for Moncler’s sustainable development. 

In recent years, the Shanghai government has implemented various favorable measures to promote consumption, support brand activities, and attract investment from foreign companies like Moncler.

About Moncler

Moncler is an Italian luxury fashion brand with over 70 years of history, headquartered in Milan. The brand is committed to perfectly integrating design aesthetics with excellent quality and continuously exploring technological innovation. Moncler has three main product lines: Moncler Collection, Genius (designer collaboration series), and Grenoble (outdoor series), offering a wide range of products including apparel, footwear, bags, eyewear, and fragrances.

About Shanghai Fashion Week

Shanghai Fashion Week is one of the most influential fashion weeks in Asia, attracting numerous international brands and designers each year. Shanghai Fashion Week is committed to promoting the development of the Chinese fashion industry, providing a platform for designers and brands to showcase their work, and facilitating the exchange and cooperation between Chinese and international fashion cultures.