The London Times hails Moncler as “the new Burberry.”

 Moncler Fall/Winter 2016-17

This season, Moncler has opened its archives and reinvented their iconic down duvet jacket. The result has been a true blend of classical Moncler heritage and the youthfulness of modern street culture. Channeling decades passed when Moncler was a symbol of youth culture in Italy, the brand aims to continue to appeal to a younger audience without losing its vintage charm.

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The color palette ranges from deep burgundy to shiny midnight blue, English green and classic black. Keeping to tradition, the Moncler badge is beautifully highlighted, this time depicting Mr. & Mrs. Moncler, the ambassadors for this new collection.

shop heron preston on italistMr & Mrs. Moncler

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Moncler created brand ambassadors to help breath more youth and vibrancy into the collection. Easily to remember, the brand has named them Mr. & Mrs. Moncler, a contemporary couple who underline the heart and soul of this reinvented version of the brand. They’re a mix of classic Moncler

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It’s not certain, however , Mr. Moncler very much resembles Gianluca Vacchi, the wealthy Italian tycoon and Instagram star known for his provocative video moments. What do you think?

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And, to kick off the new season, Moncler made a huge statement and sent out a group of 40 life sized Mr. Moncler’s into the heart of Milan. Also, the brand showered the windows of Via Della Spiga and the Moncler’s flagship to elevate the excitement of the new collection.

Moncler O

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Also announced this season is an exclusive Off-White collaboration with designer, Virgil Abloh inspired by Scandinavian and North American fisherman attire, called Moncler O. Think old-school naval gear meets Deadliest Catch, says GQ Magazine.

The collaboration fuses Abloh’s signature use of color, pattern, and streetwear-inspired graphics with the brand’s high-end technical-outerwear know-how. “The best part of working on the Moncler collaboration was being able to work with a different range of fabrics and the technical ability to make garments,” Abloh says.

Moncler Size Chart

A Trip Back in History: Paninaro Style

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Moncler has been around since 1952, when it was known as a manufacturer of tents, sleeping bags, and anoraks. It wasn’t until the late sixties when it became a bonafide European favorite after outfitting the French ski team for the 1968 Winter Olympics in Grenoble.

Our founder notes fond memories in the 80’s in Italy when Moncler made a big stamp in fashion history with the Paninaro movement. During this time,  there was a noticeable subculture forming in Milan – a new generation of wealthy and fashion obsessed young people who used their fashion to display their social standing, the Paninari. And, I bet you can guess what they wore.

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With an appreciation of home grown labels, the Panino wardrobe consisted of Armani, Fiorucci, Best Company, Trussardi, Massimo Osti productions of Stone Island, and of course, Moncler. Timberland deck shoes became the most cherished aspects of the Paninari look, as well as Italian made Superga pumps.

By the time Moncler celebrated its 60th anniversary in 2012, it was considered the hottest outerwear brand on the market. W called it the “the crème de la crème of goose-down-filled jackets.” Suzy Menkes wrote that the brand was turning “duck jackets into swans.”

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About the Author

Alex English is the Head of Content Marketing at, building on a lifelong passion for fashion and luxury. After publishing a lifestyle blog for nearly ten years and obtaining an MBA in Milan at SDA Bocconi, one of Europe’s top business schools, he joined the italist team in 2019. His work since then has focused on upper-funnel messaging, brand storytelling, establishing italist as a thought leader in the space, and enriching the customer experience on the platform. Find him on LinkedIn.