From Moose Knuckles’ Moose Lab to the Moncler Genius project, outerwear brands eye Shanghai’s creative potential

When brands have established their signature expertise, inviting external talent to reinterpret designs can invite in fresh creativity without diluting their identity. This year is shedding light on the concept of brands as cultural platforms that connect creatives. Moncler Genius is at the forefront of this strategy. Its latest City of Genius event in Shanghai, at which it debuted the collection created in partnership with Chinese artist Lulu Li, demonstrates how the brand sits at the center of collaborative innovation. Following in the footsteps of Moncler’s Genius model, fellow puffer player Moose Knuckles’ launched the “Moose Lab” collaboration-minded sub-brand on October 22, which presented its inaugural collection, including Carlos Nazario’s debut capsule with the fledgling label and the previously New York Fashion Week-presented Luar collaboration, at the Shanghai Ice Hockey stadium the same day. Finally, Paris Fashion Week fixture Caroline Hu has launched her eponymous brand’s Casetify capsule. Subscribe here to receive this news directly via the Collaborations newsletter. Moncler x Lulu Li Details: City of Genius clothing collection, October 28 Social context: On Xiaohongshu, #monclergenius has 1.9 million reads. Verdict: A fusion of technology and fashion, Li’s AI-inspired designs transform Moncler’s classic silhouettes into futuristic, digital-inspired pieces. This approach reflects Moncler’s focus on innovation while blending high-tech aesthetics with luxury outerwear. The collection was showcased within an artful installation that used mirrors, lighting, and reflective surfaces to evoke the digital-to-physical transformation, aligning with Li’s concept of wearable “bits to atoms.” This visually immersive display enhances the viewer’s experience, engaging audiences in a space that bridges the digital and physical realms. Presented at Shanghai Fashion Week, the City of Genius project amplifies Moncler’s commitment to global artistic collaboration, positioning the brand as a hub for cross-cultural creativity. By featuring influential names across art, fashion, and design, the initiative unites global perspectives and fosters creative dialogue within luxury fashion. Moose Knuckles x Luar Details: Outerwear and accessories collection, presented at Shanghai show October 22 Social context: On Xiaohongshu, #mooseknuckles has 19.6 million reads, and #luar has 27,300. Verdict: Fusing utilitarian winter essentials with luxury fashion elements, the leather puffers and structured bombers’ blend of function and high-fashion design speaks to both brands’ shared focus on creating stylish, weather-ready pieces with elevated aesthetics. Featuring standout pieces like the plush Mongolian Brooke bag and structured leather pieces, the capsule combines Moose Knuckles’ materials heritage with Luar’s bold aesthetic. The collaboration explores textured layers and monochromatic hues, bringing a modern, tech-driven approach to winterwear staples. Moose Knuckles’ launch of Moose Lab signals the brand’s commitment to innovation in fashion. By showcasing this capsule at Luar’s “Deceptionista” show, Moose Knuckles aligns with the avant-garde, positioning itself as a forward-thinking brand that blends cultural relevance with technical expertise in outerwear. Casetify x Caroline Hu Details: Phone accessories, October 26 Social context: On Instagram, Casetify has 2.7 million followers and Caroline Hu has 40,200. While on Xiaohongshu, #casetify has 202.5 million, and #carolinehu has 1.9 million. Verdict: The Reverie by Caroline Hu x Casetify collaboration encapsulates Hu's romantic style through delicate hand-painted illustrations of bows and flowers, transforming everyday tech accessories into art pieces. This infusion of poetic beauty reflects Hu’s signature free-spirited, artistic approach in a modern, accessible format. Launching experiential retail, the pop-up at XC273 in Shanghai brings a physical element to the launch, where fans can experience both the collaboration pieces and Hu’s runway collection in person. This approach not only engages the local audience but also aligns with the high-fashion narrative of exclusivity and in-person artistry. By merging Hu’s haute couture inspirations with Casetify’s tech expertise, the collaboration highlights the trend of fashion-tech crossovers. This series brings Hu’s high-fashion sensibilities to the functional realm of phone accessories, appealing to audiences who seek both style and quality in everyday items.

Moose Lab, Moncler bring creative heat to Shanghai

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Moose Lab, Moncler bring creative heat to Shanghai