Moncler Seeing Stars and Stripes

by Kristopher Fraser Photographed by Joan Smalls
Friday, November 18, 2016

“They should have a sign that says expensive puffer coats this way, and alcoholic beverages that way,” a patron says squeezing through the crowd. The entire floor, both upper and lower levels, were packed at Moncler’s Madison Avenue flagship to celebrate the brand’s new exclusive collaboration with Thom Browne, and Spike Lee‘s new special promotional film for the brand.

The new Madison Avenue store also marks Moncler’s first flagship store in the United States. For their inauguration event, the theme was stars and stripes.

Moncler’s tribute to NYC was expressed through the brand’s iconic duvet jacket, which will become an art installation designed by Browne and decorate the background of the boutique. The installation “USA Flag,” 2016, consists of 28 special edition jackets designed by the stylist with top quality materials and fine details, having the American flag as their common theme.

The individual jackets – all the same model but different from each other – collectively create a mosaic on one wall of the NYC flagship store. Each of the 28 duvet jackets, unique and numbered, will be sold for charity online on Moncler’s website benefitting Robin Hood, New York’s largest poverty-fighting organization. The entire Moncler Special Collection designed by Browne, features jackets, cashmere sweaters and other special items bearing the charm and strength symbolized by the American flag. All items will be available only at the Madison Avenue boutique alongside the exceptional art-concept.

The entrance of the store became crowded as guests were both filing in and trying to grab the jackets to take photos with. The sheer patriotism of the jackets should put Browne on the radar of the 2020 U.S. Olympic Team for their uniforms. Guests were also doing their best to get their hands on drinks staking out by the stairs for waiters to come with glasses of white wine and champagne.

In the back of the store was the other big star of the night sitting on the couch like a king on his throne was Lee. People were lined up to get their selfies with him and see his new short film for Moncler “Brave.” The film features dancers Lil Buck, John Boogz and Damaris Lewis as they celebrate the multicultural diversity of New York City.

As guests left the theatre, Lee got his expected praise, even better he got to bask in it in person.

Moncler was the preferrer fashion brand of the evening for guests as well, only cordial to represent the brand after all. Although, there were numerous pairs of Gucci shoes to be found. Was there a Gucci VIP sale the rest of us weren’t invited to before this?

After two hours of socializing, selfies with Browne and Lee and several glasses (or more) of champagne, guests left and put those Moncler jackets at the top of their next purchase list.

Guests in attendance at the event included Fern Mallis, Eric Rutherford, Sean Avery, Hillary Rhoda, Stefano Tonchi, Joan Smalls, Polina Proshkina, Cameron Silver, Victor Cruz, Jamie Tisch, Olivia Palermo, Johannes Huebl, Remo Ruffini, Matt Harvey, Michael Hainey, Giancarlo Giammetti, Martha Hunt and Laura Love.


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