For as well as connecting Milan and Shanghai via Seoul, New York, and Tokyo, it was also there to inter - contextualize 11 short films designed to whet our appetites for the Genius collections ahead.

I bought the company in 2003 and at the beginning, it was really something different but I immediately realised that the culture was already very strong and really interesting. Elements of it had to change, but I wanted to respect the DNA while improving the perception of the brand. From 2005 to 2009, we did Moncler Sale a lot of things and the company culture evolved 100 percent. We always respected the roots, always respected the DNA. But that phase was totally different to the previous five years.

In the world of designer collaborations, few brands have achieved the scale and creative freedoms allotted to the partners that make up Moncler Genius. The project, which debuted in 2017, has seen Moncler serve as a template for some of the industry's biggest designers to refit in their own image. From Craig Green to Palm Angels and ALYX, Genius is somewhat of a tapestry, showcasing a creative spectrum built on the same base, presenting the versatility of a staple product offering to subvert expectations.

And I thought we need to bring in something that is going to give us hope, and make us laugh, and remind us about what we had. And I thought these characters were just what we needed to refresh a feeling of childhood and make us feel young again.

Moncler chairman and chief executive Remo Ruffini said in a statement: "In these ever - evolving times, I truly believe in the power of connecting communities around the world through experiences. The greatest inspirations I had in my life came directly from people and at Moncler, we know that the more we inspire people, the more they inspire us. This is the principle that guided the creation of Moncler Genius for 2021.