The brand wanted to offer a unique experience, and what better way than to hold its guests hostage at an altitude of 2,000 metres for two days. The hand-picked guests were treated to a taste of Alpine jet-setter life, with musical dinners and nightclubbing. In short, a programme in which the greatest challenge was not skiing, but standing up after three glasses of champagne and coconut cola. But everything that happens at altitude has to stay at altitude… or blurred.
‘It was like a family reunion’ – a family that includes Anne Hathaway, Adrien Brody, Jessica Chastain, Penn Badgley, Leonardo DiCaprio and Brooklyn Beckham, because the Beckhams never miss an opportunity to show that they exist.
Behind the glitz and glamour, Moncler is playing for big bucks with its Grenoble line, named after the 1968 Olympic Games. Far from a simple exercise in style, this high-altitude weekend is part of a global strategy: Moncler doesn’t just want to sell overpriced down jackets, but Jacquemus-style experiences.
In the meantime, the brand has its sights set on other summits, and rumour has it that the next step could be a fashion show on Everest, with an entrance reserved for mountaineers in down jackets and a special queue for sherpas. Fashion is always full of surprises and the ridiculous.