Moncler’s City of Genius event felt sort of like Coachella, sort of like Epcot Center. What it didn’t feel like: a typical runway show.

Back in 2018, Moncler CEO and chairman Remo Ruffini launched Moncler Genius. Multiple designer collaborations followed, and, until last year in London, Ruffini reimagined Genius, expanding beyond fashion designers to include “geniuses” of all walks of life.

And China has always been important for us not only for revenues but because of the culture here,” said Moncler's chairman and CEO Remo Ruffini during a press conference at Shanghai's Bvlgari Hotel on Saturday afternoon,