Remo Ruffini puts his latest collection to work in a celebrity-studded winter forest

Between peaks of the Swiss Alps and 6,000ft above sea level sits St. Moritz, a resort town two hours drive from Milan. Home to both Moncler and its CEO, Remo Ruffini, it’s known for hosting winter sports enthusiasts and year-round festivals alike, making it the obvious setting for Moncler Grenoble’s Fall/Winter 2024 outdoor runway show.

Ruffini is known for staging epic shows, from a 600-person dance performance in front of Duomo di Milano to a collaboration with Pharrell Williams. So it was no wonder the idea of bringing 300 guests to this small alpine town wasn’t a daunting task for Ruffini, who presented the apres-ski collection on a mountainside to an especially star-studded front row, including Kate Moss, Anne Hathaway, and Shaun White. The show design, soundtracked by Michele Gaubert and Ryan Aguilar and produced by Étienne Russo (each responsible for some of fashion’s most memorable productions), recalled a silent rave—per the environmental sounds of snow and wind, guests had headphones to listen to the show soundtrack.

The luxury mountaineering brand has long been dedicated to presenting clothes with a purpose, straddling opulence and functionality in a winter-white simultaneity that sets this season’s collection apart from those prior. Knits are prominent, both in the stitching on ski jackets and in voluminously shaggy duvet coats with cozy sheepskin accents.

The “open-air experience” of Moncler Grenoble’s latest creates an intimate experience, whose high-concept winterwear is proven best served at a high altitude.

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