Established by Moncler CEO Remo Ruffini in 2018, the Genius initiative now encompasses a wide range of "geniuses" from many industries, going beyond conventional fashion partnerships. The cast of creatives at the most recent event in Shanghai was spectacular and included Rick Owens, A$AP Rocky, Willow Smith, Francesco Ragazzi of Palm Angels, Donald Glover, Lulu Li, Nigo, Edward Enninful, and Hiroshi Fujiwara. Every participant was allowed to create a unique "neighbourhood" inside the pavilion that showcased their own takes on the Moncler style.
Since each location was created to reflect the individual's personality and vision, the event offered a multisensory experience. Drawing inspiration from his estate in Ojai, California, Willow Smith and Donald Glover both emphasised natural aspects; Glover's pieces were flanked by orange trees, while Smith's collection was arranged around a willow tree. In partnership with Mercedes-Benz, Nigo designed a scaffolded area that included his streetwear-inspired collection from the 1990s and G-Class cars, while Hiroshi Fujiwara's simple installation—which featured coats hanging over a reflective pool—evoked a meditative mood.
Using vignettes that showed models enduring adverse weather conditions, Edward Enninful's talk addressed climate change. A snow-covered desk, a treadmill that mimicked severe weather, and a sand dune were all part of the conceptual arrangement, which hinted at the difficulties of adjusting to a changing climate in the future. Mirrors were used by Lulu Li, the sole Chinese designer on the list, to accentuate the AI-driven theme of her digital-first collection, which will be the first to be sold physically.