moncler pop-up shop opens in milan with performance by vanessa beecroft

for the latest initiative in its genius project, moncler commissioned vanessa beecroft to carry out an artistic performance at the opening of its pop-up store in milan. the italian contemporary performance artist presented a special performance in the prestigious frame of the galleria vittorio emanuele, staging a formation of models and ballet dancers wearing vintage moncler jackets.

images courtesy of moncler

the performance is part of moncler‘s genius project, an initiative that invites multiple creatives minds to manage either their own individual collections or other special projects that explore the italian brand. this particular performance commemorates one of three pop-ups — the other two in paris and tokyo – that have been designed by long-time moncler designer and palm angels founder francesco ragazzi.

beecroft’s moncler genius installation intended to tap into the artist’s autobiographical memory of the brand, using vintage moncler puffers to evoke a sense of nostalgia. only a few steps away from the world-renowned teatro alla scala, the pale-colored tableau vivant played on notions of performance whilst recalling beecroft’s past collaborations with kanye west.

in 2010, beecroft was the art director for west’s 35-minute music video/short film ‘runaway’ featuring statuesque poses of ballet dancers and figures sitting around a long dining table. known for creating ‘living images’, she is known for her minimally choreographed compositions of subjects that draw inspiration from painting, cinema and traditional iconography.

project info

brand: moncler
name: genius project
artist: vanessa beecroft
location: milan
date: november 7, 2019