February 12, 2011 New York
What the audience did manage to glean from this evening's presentation, however, was pretty essential to the Moncler Grenoble brand, if not all that telling about this season's ski and après-ski clothes. In brief, Moncler traffics in elegant exhilaration. The presentation was conceived as a flash mob: At first, a few skiwear-clad, ski-goggle- and mitten-wearing models showed up amid the late-rush-hour Grand Central crowd. Then there was a small army of participants likewise kitted out, all standing stock-still, waiting. Eventually there was a critical mass, and everyone at Grand Central had their eyes turned to the unfolding stunt. At which point the music came up, and the Moncler Grenoble models began to dance. Description really can't do justice to the euphoria of this—the winning absurdity of the skiwear-clad group dancing in tandem to a mash-up of tunes ranging from Barbra Streisand's "People" to Prince's "Let's Go Crazy." It was brilliant theater, and a witty way of doing business: It made you want to run out and buy Moncler Grenoble, even if you could barely see the clothes.