Moncler to Stage Citywide “New York in Moncler” Exhibition Ahead of Fifth Avenue Flagship Opening

Moncler announced on September 3 that it will present “New York in Moncler,” a citywide outdoor exhibition tracing the brand’s decades-long relationship with New York, from September 9 to 13.

Transforming the city itself into a retrospective, the exhibition will revisit the fashion shows, campaigns, art projects and cultural exchanges that have shaped Moncler’s presence in New York.

Large-scale photographs will appear across billboards, subway stations, bus shelters and other locations throughout the city. The project will culminate in a dedicated exhibition space inside Vanderbilt Hall at Grand Central Terminal. Moncler describes the initiative as the largest citywide outdoor exhibition in New York’s history.

Summary

Shaping Moncler’s Creative Language in New York

“New York in Moncler” traces the intersection of the brand’s Alpine heritage and technical expertise with New York’s fashion, art, music and street culture.

One of its earliest milestones was “A Hudson Hike,” staged at Chelsea Piers in 2010. The presentation transformed the waterfront venue into an urban mountain, with 100 models dressed in Moncler Grenoble climbing a monumental scaffolding structure.

The following year, Grand Central Terminal’s Main Concourse became the setting for “A Grand Groove.” During New York Fashion Week, 140 dancers dressed in technical Alpine clothing delivered a synchronized performance for travelers passing through the station.

In 2012, professional skaters took over Wollman Rink in Central Park for a large-scale ice performance accompanied by a live orchestra of New York musicians. A year later, Moncler Grenoble transformed Gotham Hall into an immersive Alpine landscape, positioning approximately 370 models dressed in green across a tiered installation.

These productions helped move Moncler’s identity beyond the functional codes of mountainwear, establishing the brand as a creative platform connected to the cultural energy of the city.

From Photography and Art to Pop Culture

The exhibition will also highlight the role of photography and art in Moncler’s evolving relationship with New York.

For the brand’s Fall/Winter 2014 campaign, Annie Leibovitz photographed model Simon Howell standing atop the Chrysler Building. By visually blurring the line between an Alpine summit and a Manhattan skyscraper, the campaign expressed Moncler’s idea of a universal jacket capable of transcending seasons, borders and trends.

In 2015, Moncler presented “Art For Love” at the New York Public Library in support of amfAR, The Foundation for AIDS Research. Curated by Fabien Baron, the project invited 32 photographers to reinterpret MAYA, one of Moncler’s signature down jackets. The initiative transformed the functional garment into a canvas for a broader dialogue spanning fashion, photography and philanthropy.

More recent projects have included “Moncler x Alicia Keys,” inspired by the artist’s memories of 1990s New York, and “Moncler x EE72 by Edward Enninful,” which explored a wardrobe created for the contemporary global adventurer.

In 2025, Robert De Niro and Al Pacino appeared together in Moncler’s global “Warmer Together” campaign, photographed on a New York rooftop. Centered on friendship, trust, respect and human connection, the campaign expanded the brand’s concept of warmth beyond physical protection.

Moncler’s Largest Flagship to Open on Fifth Avenue

Alongside the exhibition, Moncler will open Moncler Fifth Avenue near Grand Central Terminal. The location will be the largest global flagship in the brand’s history, establishing a permanent new chapter in the relationship Moncler has built with New York over more than two decades.

The opening will coincide with the unveiling of the second “LoveFrom, Moncler” collection, created with LoveFrom, the creative collective led by Jony Ive.

In Central Park, Moncler’s mascot Monduck will appear alongside LoveFrom’s Montgomery, symbolizing the creative connection between the two brands.

Bringing together the functionality of the mountains and the energy of New York, “New York in Moncler” serves both as a retrospective of the brand’s past and as a preview of its next chapter in the city.

“New York in Moncler” will run from September 9 to 13, 2026, at Vanderbilt Hall inside Grand Central Terminal and across locations throughout New York City.

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