Here’s What Happened at Moncler’s ‘The Art of Genius’ London Fashion Week Event

Last night, tens of thousands queued outside Olympia London hoping to be granted entry into Moncler’s insanely creative The Art of Genius event which showcased the brand’s new vision for its Genius division which combined a night of art, design, entertainment, music, sport, and culture.

The event included an extensive line-up that featured the likes of Alicia Keys, Pharrell Williams, Mercedes-Benz, Palm Angels, FRGMT, adidas Originals, Jay-Z’s Roc Nation, and Rick Owens, who each presented an independent collaboration with Moncler, and get this, guests were also able to enjoy an open bar. It was almost hard to believe that the event had been completely free.

A stand-out moment of the night: Mercedes Benz’s “The Art of Imagination,” which was introduced by Canadian filmmaker Cole Walliser at 8:30 pm GMT. It welcomed dancers to the stage who performed in a low-gravity chamber whilst frozen visuals flowed across transparent LED screens. This followed, Pharrell Williams’ “The Art of Terrain” show which revolved around the idea of camping.

adidas Originals’ “The Art of Exploration” was centered around stepping into the unknown, whilst Salehe Bembury’s debut collection was presented in the form of a spinning rock that featured his signature grain motif. 

Grammy Award-winning singer-songwriter, Alicia Keys, performed shortly after 10:30 pm GMT with well-known songs which included “No One,” and “Girl on Fire.” The singer also brought on British musicians Little Simz and Cleo Sol, alongside an array of dancers all wearing the upcoming Moncler x Alicia Keys collection. 

Rounding things off, Rick Owens’ “The Art of Design” allowed visitors to experience Owens’ sleek version of design. Guests were invited to an outdoor afterparty dance floor, where a roster of DJs played. 

Images provided by Moncler