mmoncler magazine
Enter Genius.
What does it mean to be genius? Authenticity, tenacity, versatility, curiosity, adaptability — to be genius in 2022 is to be liberated and diverse. It is to break free from societal norms. The old rules no longer apply.
What resonates in today’s era is the fearless approach to one’s own eccentricities, an unapologetic embrace to the unconventional and unparalleled exceptionalism. To be genius is what one makes out of it — this is not a trend, this is a movement.
Introducing MMore Magazine.
ART DIRECTORS - MAYA AGAM, MATILDE BALESTRI, THOMAS DHERTE, JOOEY SON, & MIKAELA ARCANGEL
MENTORS - ALICE LITSCHER & STÉPHANE WARGNIER
WITH THE HELP OF FABRICE PAINEAU, EDITOR-IN-CHIEF OF DOUBLE MAGAZINE
PRINTED MAGAZINE WORKSHOP
BRIEF
Imagine a paper magazine / editorial project, a brand magazine for the brand Moncler.
research about the brand. Define the target and editorial positioning.
Pay special attention to topics related to social responsibility.
think about the digital presence of the project and its activation.
DELIVERABLES
A cover
Headlines, sections, titles, exergues, credits, team credits
2 (or more) fashion editorials, exclusively produced
At least 2 interviews (+ images), 1500 signs minimum
At least 2 articles (+ images), 1500 signs minimum
PROLOGUE
To celebrate a powerful shift in perspective, MMore features some of the most ground-breaking forms of artistry. Inspired by MONCLER’s Mondo Genius show, the magazine is a show in itself but in print.It is expanding the house with different voices not in transcription, but rather, in an interpretation of key elements in each collection featured in the show. It unravels the mysteries of each designer’s universe.The creation process of a show is, in and of itself, thrilling to the senses. It is dynamic, quite unpredictable, and stimulating. From conceiving an idea to the preparations, the process is lengthy, often quite dragging and drawn-out. Just like waiting for a date to show up, a considerable percentage of emotional investment has been laid on the table. In the context of a show, an investment of people is on the line.While the foreplay of show preparations is as exciting, the reality lies in the fact that the actual show is ephemeral. The temporality kills the hype of the anticipation. Similarly, just like the first time you watch a show, the first cut is the deepest — there is a sense of novelty to it which can never be replaced by the second, or the third or the nth time you watch it. It will never be the same.“And so, what happens after the show?”In an epic feature to relive an experience, the magazine re-introduces the show in the form of a special souvenir that the viewer can revisit anytime.From temporal to timeless. Ten acts. Ten designers. Five creative souls. A new wave of creative experiences echoes from generation to generation.It is yours for the taking. And so we leave the lights on for MMore.Enter the magazine.
a show on paper
target
MILLENnIALS TO GEN Z
PEOPLE WHO WANT TO EXPLORE CREATIVITY AND INNOVATION
Intention
TO BROADEN AND EXPAND THE MONCLER UNIVERSE
TO ADD VALUE TO THE BRAND’S CREATIVE CAPABILITIES THAT CANNOT BE DONE IN ANY OTHER MEDIUM - MORE PERSONAL
ENGAGE younger generations
PROMOTE MONCLER ADDED VALUE OF INNOVATION, CREATIVITY AND RESPONSIBILITY
HOw
Translate the variety and creativity of the genius project into a medium of deeper communication with its audience
ACT NO. 2: BEAUTY OF DISCOVERY
found object
Objects are repositories for the meaning people create on them. The objects we own and the objects we like somehow define who we are as a person. But what does it mean for an object to be found? Undisguised, sometimes even modified, found object traverses through the notions between the real and the constructed realities that lies within its own art. Plot inspired by 1 Moncler and JW Anderson.
ACT NO. 4: FEMININITY
IF DELICACY ENLACES
The lightness of a touch. The warmth of a bond. On scene an ever-evolving dance unfolds, while delicacy and femininity intertwine like the weft of a fabric. It is the story of the instant in which a connection flourishes.
Plot inspired by 2 Moncler 1952 Women.
ACT NO. 5: HUMAN AND NATURE
A TALE ABOUT A ROCK, BIRDS AND MACHINES
From chasing birds to reimagining the body as a machine, German photographer and artist Thomas Lohr gives us a peek at his extraordinary way of perceiving the human and its surroundings. Plot inspired by 2 Moncler 1952 Men.
ACT NO. 7: AQUATIC REALM
SYMBIOSIS
Delved into new depths are hidden human creatures who have escaped from the concrete castles that inhabit the earthly world. They found a refuge in the unknown corners of the sea. A symbiosis with the underwater realm was born, drifting apart the memory of the terrene grayness. Plot inspired by Moncler + Dingyun Zhang.
ACT NO. 9: BEAUTIFUL UTILITY
BEAUTY RE-TOOLED
Hyke designed the most utilitarian collection for Moncler to date, which prompted us to think about how we see utilitarian objects in fashion and design and the evolution of it. Plot inspired by Moncler Hyke.
ACT NO. 12: THE END
CURTAIN CALL
Here comes the moment of acknowledgement between performer and audience, not just a point at which we can all see each other, but one in which we might actually begin to recognize each other. Not just about the urge of seeing just one more time a show you liked, but also having the opportunity to look in each other’s eye. The audience and the actors are equally lighten. Plot inspired by Moncler Genius.
