Moncler basically stands on three pillars. One is the Moncler Collection, where most of our business is. If this room wasn't startling enough, the second one blew you - and the clothes - away. Here the 10 Moncler Jackets models stood on metal grills below which powerful jets of air blew periodically upwards, blowing what resembled nylon Chinese lanterns into the air and keeping the garments unfurled like a sail in a full wind.

The result was everything forward - looking menswear should be: conceptual and cool - and wearable, too. Over the last few years Green has deftly translated his runway showpieces into quilted snap - front nylon jackets and lace - detail sweatshirts that are unmistakably his, but don't call attention to themselves the way one of his Emporer - Palpatine - on - holiday color - blocked parkas might.

For me, this was the most important characteristic in the evolution of Moncler. We evolved the face of the brand. There are no rules in fashion photography, you can experiment. My inspiration comes from art, architecture and fashion.

That broadly stable performance during the pandemic, which has sent most rivals reeling, implies a high level of interest in the brand. Pokemon, Maserati, Nike, Levi's, Beats by Dre, Louis Vuitton, Victorinox, Neighborhood, Anti Social Social Club type Frgmt into Grailed and you'll see more hot merchandise than many big ticket houses with enormous infrastructures.

There's an oversized top coat, a shearling jacket, a herringbone hooded joint, as well as a few down pieces. Indeed, while the 21st - century image of a genius may wear a white lab coat (or, perhaps, a black turtleneck and wire - rim glasses), for most of human history, the word's meaning defied such distinctions.