MILAN — Moncler Genius is decamping to London next February.

The brand said Tuesday it has secured a slot at London Fashion Week on Feb. 20 to unveil its next round of collaborations.

“London is a city where the world feels at home, it’s a worldwide community championing diversity and creativity, and a natural destination for the following embodiment of Moncler Genius. The stage is ready to provide voice to a latest roster of creative minds coming from all disciplines and spaces, each expressing a definite interpretation of the Moncler world,” the corporate said in a press release.

Moncler didn’t disclose the venue of the Genius event within the British capital nor the collaborators’ names, although Moncler chairman and chief executive officer Remo Ruffini had hinted at latest developments during a Capital Markets Day last May saying Moncler Genius may be about “art, music, movies, sports,” along with fashion.

The London move suggests renewed ambitions for the Moncler Genius project, following the recent concentrate on the Moncler and Grenoble brands, the latter focused on ski clothing and tech outerwear, and the acquisition last 12 months of upscale street brand Stone Island.

Earlier this 12 months, nonetheless, Ruffini’s decision to place a greater concentrate on those brands, and tweak the Moncler Genius strategy, was amongst the explanations the corporate’s shares fell by almost 6 percent in a single day in early May.

The brainchild of Ruffini, Moncler Genius was introduced in 2018 drawing a large roaster of designers and creatives through the years including Richard Quinn and Matthew Williams of 1017 Alyx 9SM; Pierpaolo Piccioli; Simone Rocha; Craig Green; Fragment Hiroshi Fujiwara; Palm Angels’ Francesco Ragazzi; Rick Owens, and Jonathan Anderson, amongst others.

The corporate has held one Genius event a 12 months since 2018, normally in February, inviting designers to interpret the brand’s signature puffers with their very own sensibility.

In 2021, the brand added a latest layer to the experience by presenting its collections in September through a digital activation across five cities — Latest York, Milan, Shanghai, Tokyo and Seoul — and thru the vision of 11 designers, in a single show hosted by 15-time Grammy Awards winner Alicia Keys.

This 12 months, Moncler marked its seventieth anniversary, kicking off a 70-day program of world celebrations with a performance in Milan’s landmark Piazza del Duomo on the tail end of the town’s fashion week in September.

As reported, February’s London Fashion Week is shaping up as a buzzy affair, and the Moncler Genius event is ready so as to add further fuel. Running Feb. 17 to 23, the showcase is headlined by Burberry, with Daniel Lee’s debut for the home on Feb. 20.