Whether it's for physical or spiritual benefits, Chinese Gen Z and millennials are increasingly seeking to connect with nature. This can be seen in the uptake in glamping, cycling, frisbee, and even skateboarding. Winter sports especially have skyrocketed in popularity since the 2022 Beijing Winter Olympics, offering a boon for luxury houses and brands.
But regardless of the activity, you need to look the part. Here’s where Moncler, the world’s leading luxury outerwear brand, steps in.
This winter, the Moncler Grenoble Fall 22 campaign explores the innovative technical designs at the heart of Moncler's lifestyle — and this collection sets the bar even higher. A technical skiwear line engineered for peak performance, it offers clothing fit for otherworldly atmospheres, and something for everyone.
Grenoble, the exclusive collection of ski jackets and ski suits for men, women, and children, has it all. Its high-tech, innovative fabrics perfectly embody the brand's continuous material breakthroughs and creation of stylish, fashion-forward looks. Designed to endure and perform in the most extreme conditions, the Men’s Brizon shell jacket is waterproof, windproof, and highly breathable, featuring taped seams, impenetrable YKK® AquaGuard® zippers, and an adjustable hood with a rigid visor. Ski trousers, crafted to the highest technical specification, and a pair of rugged Reusch for Moncler Grenoble ski gloves complete the look for the slopes.
For women, outerwear spans a range of silhouettes, lengths, and weights, which allow for fun mixing and matching. This includes a striking Hainet jacket in elegant ice blue and the Teche jacket, which cinches the waist thanks to a neat buckle-fastening.
Children aren't forgotten either. The family’s smaller members need special attention to stay warm and protected. Here, Moncler sets the tone for perfect peace of mind without compromising on style. RECCO® Reflectors, sturdy waterproof zippers for tiny hands, and attention to well-placed technical features are all present.
Apart from the High Performance line to wear while skiing, Moncler releases also include the Performance & Style collection as well as the Après-Ski, which together complete Moncler Grenoble Fall Winter 22. This range is feasible for customers who would enjoy both its performance-enhancing aspects while active and its style during downtime. With this dual-purpose kit, it also widens its audience: to those who enjoy city life but have a passion for exploring the alps in the ski season.
Headquartered in Milan, Moncler's brand heritage and outstanding position in the outdoor professional field are undisputed. Moncler Grenoble Fall 22 is not only groundbreaking in terms of its technology: It also represents a visual refresh. Through Moncler Grenoble brand ambassador and French freeskier Richard Permin and director Jonas Lindstroem's interpretation in the short film "Beyond Performance," the company's essence — as well as the performance capabilities and stylish visual aesthetic of the clothing — are uniquely evidenced.
Moreover, Moncler Grenoble Fall Winter 2022 selected ski-destinations and cities as offline events to showcase the brand's Après-Ski presentation. The Italian heritage name is aiming to bring this campaign to the customer in the most dynamic of ways and by combining online and offline activations.
Given the above, Moncler is perfectly poised to tap China’s rising ski market. According to the report “Ice and Snow Sports Development Plan (2016-2025)” issued by the General Administration of Sports of China, the total scale of China’s winter sports industry was predicted to reach $95 billion (600 billion RMB) in 2020. By 2025, the total scale of related industries is expected to exceed $158 billion (1 trillion RMB).
The fascination for skiing has even reached inexperienced Gen Z enthusiasts; according to data from Xiaohongshu, searches for ski tutorials are on the rise -with many likely inspired by the allure of olympic star Eileen Gu. And, despite this booming market opportunity, consumers want a brand they can trust. With 70 years of global market experience, Moncler's pioneering reputation in outerwear is undisputed, making it the ideal entry point and choice for Chinese consumers.
In October, Moncler sold out of its classic Maya coat on the first day of its debut on Tmall Luxury Pavilion. This indicates the brand’s growing popularity in the mainland. In fact, Moncler’s superior understanding of design language make this collection equally appealing to customers who would not only partake in outdoor activities but simply want to be stylish and comfortable during the colder months. Moncler Grenoble pushes the Milan-headquartered pieces beyond fashion and beyond performance — making it perfectly suited for the sophisticated Chinese consumer.