Art, fashion and photography encapsulated in five hundred limited edition archive cases to celebrate the release of Moncler JW Anderson’s collection
The culmination of the Moncler JW Anderson Autumn Winter 2020 collection is curated by Jonathan Anderson himself and comes in a box, archive case and padded folders. «Exhibition in a Box» aims to rebuild the atmosphere of the Moncler Genius presentation in Milan last February — one of the biggest Milan Fashion Week events with over six thousand guests. This time around, the imagination and creativity of the distant guests are key to the unfolding of the presentation.
Available from the first of October 2020, the collection is encapsulated in a micro-showcase photographed by New York-based Tyler Mitchell — long-time collaborator of Jonathan Anderson.
Recognising the difficulties implied in the organisation of a cultural event at this time, Moncler becomes protagonist of this new way of interpreting art where the spectator gets central and turns into an active part in the curation of the exhibition itself; all from the safety of their home.
Five hundred limited edition curated archive cases conceived to spark creativity and individual expression will be available in selected stores around the world. Born from a shared interest in art from Jonathan Anderson and Tyler Mitchell, the project is conceived to take the gallery experience directly to the guests, offering a unique take on the private viewing of the collection. An orange case contains photographs of the collection shot by the duo in the English countryside during the summer and encased in padded folders, accompanied by letter-pressed instruction cards and guidance on how to unfold the exhibition at home. All depending on one’s creativity, this box is conceived to be opened, customised, displayed and treasured.
Containing a personal letter from Anderson and Mitchell explaining the contents of the box, they describe it as «a piece you can interact with at home while we’re still struggling to find ways to spend time together» creating empathy with their distant guests.
«Exhibition in a Box» has taken over the window at Shreeji Newsagents on Chiltern Street in London’s Marylebone, at noon on Thursday. Here, five boxes sit as protagonists seen through the glass window that will be given away to the first five Shreeji clients to walk through the door, wearing a Moncler garment and who follow both, the Newsagents and Moncler on social media.
The box celebrates the launch of the collection designed by Jonathan Anderson for Moncler Genius last year. The colors come from JW Anderson’s DNA and range from muted browns to bright pinks and oranges. Reinterpreting the iconic Moncler puffer jacket, Anderson designs padded scarves, wide-brimmed hats and quilted shorts with added dimensionality to the silhouettes. The addition of dots and spikes generates ironic looks embodied in fluid silhouettes.
The idea of One house, different voices raised some years ago from Remo Ruffini, implied nine different collaborations for the Autumn/Winter 2020 collections. Founded in 1952 in France was transformed by entrepreneur Remo Ruffini in 2003. Moncler has now gained fame as one of the most interesting events in Milan Fashion Week’s schedule, thanks to the Moncler Genius displays. The idea is always a reinterpretation of a selected list of collaborators that reimagine the iconic quilted coat according to their style and taste.
«Exhibition in a Box» delivers ideas of art, fashion and photography to your doorstep embodying the essence of this historical period. With the limited edition cases, one can get involved in a curatorial experience in the personal dimension of one’s house without loosing the appeal of a fashion project, creating an enduring installation to treasure over time.