Moncler’s first store in China was opened in Shanghai in 2009. In 2021, the company established a Chinese business division at its headquarters in Italy, and in 2022, it opened a dedicated content creation studio in Shanghai.

Over 8,000 guests experienced the fashion spectacle alongside Rihanna, Naomi Campbell, Anne Hathaway, Shu Qi, Leah Dou, and Yeonjun of TXT.

And China has always been important for us not only for revenues but because of the culture here,” said Moncler's chairman and CEO Remo Ruffini during a press conference at Shanghai's Bvlgari Hotel on Saturday afternoon,

Coinciding with its Shanghai Fashion Week debut, Italian luxury house Moncler will launch a new line up of its Moncler Genius line, called The City of Genius, serving as “a metropolis of immersive experiences that will act as a global epicenter of creativity,” as noted by the brand.

At Moncler's City of Genius event in Shanghai, Anne Hathaway and Rihanna reunited, sparking memories of their collaboration in Ocean's 8.

Moncler has announced the latest chapter of its Genius project, which will see collaborators from Nigo to A$AP Rocky unite in Shanghai to create a ‘City of Genius’ later this month

Luxury clothing maker Moncler showcased its latest celebrity collaborations in a series of pavilions built inside an old shipyard in downtown Shanghai on Saturday as it looks to shrug off the sector's global malaise.