Since then, I've seen luxury lose its allure as the market has gotten so saturated with players whose lack of originality in business and creativity and fear of risk - taking has resulted in a homogenized industry that's forgotten how to be multiple things to multiple people; from big VIP customers to mere observers of the brand on social media who dream of saving up money to buy just one piece.
That's what our strategy is based on now and also in the future, all under the Moncler umbrella. What's been so fitting about Fragment Frgmt's ongoing inclusion in the Moncler Genius project (he has been there since day one) is that in some ways Remo Ruffini's piumino powerhouse has adopted Fujiwara's ethos.
"This is like Glastonbury, somehow," observed Jonathan Anderson as we dashed from frontstage to back at his show space in tonight's Moncler Genius launch event.
So the whole collection was based around trying to create garments that could be condensed into very small spaces." Green and his team presented paper mock - ups of the pieces to Moncler's team, showing how they might construct a garment with down pillows, "and how it could be folded through a series of hinges, and lips to suck the air out to reduce the volume of the down." That packability isn't so clear from the static lookbook images, he said - so there are videos showing how the pieces can be shrunken down.
The creative mind behind Moncler, Remo Ruffini, reached out to a group of creative voices that inspire him, and asked them one crucial question. The legacy brand is Moncler, the Italian purveyor of all manner of puffy coats, and the collaborator is Hiroshi Fujiwara, who runs the extra - cool Japan - based label Fragment.