MILAN, ITALY: Even a sudden drop in temperature and pouring rain didn’t stop nearly 18,000 people from cramming into Milan’s iconic Piazza del Duomo – and its surrounding balconies and terraces – last night for attend the 70 minutes of Moncler.e Anniversary kickoff.
There really was no better way for Moncler to celebrate such a milestone than with the renowned design that keeps consumers coming back season after season: the Maya jacket. And, in a grand display of rehearsal, this quilted puffer jacket – stark white with a classic, thankfully feather-filled hood – was designed by a cast of 1,952 artists, representing Moncler’s founding year: 1952.
Opened by Virna Toppi, a prima ballerina from the (also iconic) ballet company Teatro alla Scala di Milano, 700 dancers gathered in the main square in a gripping performance that lasted 22 months. The international press got a vantage point on a nearby rooftop that showcased the moving power of mass unison.
The loudspeakers, located at the various vantage points, meant that the harmonies of the orchestra and choir reverberated through the square, with sounds hitting the buildings and echoing through the space. As the rain poured down, the majestic Milan Cathedral and hundreds and hundreds of dancing white figures before it, was truly a sight for romantics at heart – electrifying and magnificent.
The vast cast of 1,952, moving as one, formed a final tableau before being showered with confetti.
This evening marked the beginning of an extraordinary journey, celebrating 70 years of Moncler’s ever-evolving history, as well as its next chapter charged with energy, ambition and the desire to continue to seek the extraordinary, now and forever.
“Last night in Piazza del Duomo, I witnessed the perfect portrait of the future of Moncler,” said Remo Ruffini, CEO of Moncler SpA via a statement.
“Tradition and innovation, cornerstones of the brand, have been united by the iconic Maya jacket – a design that continues to evolve in style and materials, thus always remaining contemporary.
“We saw the vigor in the execution and the singularity of an unprecedented performance exploring new territories in dance. There was a surge of emotion as we went through this experience together, and this moment was shared across the world via digital channels.
“And finally, what I am most proud of is that we have brought all generations together and felt the strong energy coming from our communities. It is with them that we want to build our next 70 years. At Moncler, we let’s dream together, not alone.
The personalities present were Pharrell Williams, Anne Hathaway, Alessandra Ambrosio, Colin Kaepernick, Elsa Hosk, Normandi, Shailene Woodley, Future and Maria Sharapova.