Moncler is turning its attention to one of its longest-standing cultural relationships with “New York in Moncler,” a city-wide retrospective celebrating more than two decades of moments between the Italian outerwear label and New York.
Running from September 9th through to the 13th, the project will transform parts of the city into an open-air exhibition, with large-scale imagery appearing across billboards, subway stations and bus shelters before culminating in a dedicated installation at Grand Central Terminal’s Vanderbilt Hall. The retrospective traces the people, places and performances that have helped shape Moncler’s identity in the city.
The relationship dates back to 2010, when Moncler Grenoble staged an ambitious Fashion Week presentation at Chelsea Piers. Around 100 models dressed in alpine-inspired clothing climbed a scaffold structure, creating an unexpected mountain landscape against the Hudson River. A year later, the brand took over Grand Central Terminal, turning its Main Concourse into a runway featuring 140 dancers performing in technical outerwear.
Other moments followed across some of New York’s most recognisable locations. In 2012, professional skaters took over Central Park’s Wollman Rink for a large-scale performance accompanied by a live orchestra, while Gotham Hall became an alpine-inspired environment the following year. In 2014, photographer Annie Leibovitz captured model Simon Howell atop the Chrysler Building for a Moncler campaign, creating a visual collision between the brand's mountain heritage and Manhattan's skyline.
The retrospective also highlights Moncler’s growing relationship with the city's creative community. Its 2015 “Art For Love” project at the New York Public Library brought together 32 photographers to reinterpret the Maya jacket in support of amfAR, while later campaigns and collaborations featured figures including Spike Lee, Sarah Jessica Parker and Alicia Keys.
More recent chapters include campaigns with Penn Badgley and Fei Fei Sun, alongside the 2025 “Warmer Together” project starring New York legends Robert De Niro and Al Pacino. The latest chapter comes in 2026 with Moncler’s new Fifth Avenue flagship, its largest global store to date, alongside a collaboration with Jony Ive’s LoveFrom collective.
The retrospective arrives alongside a new film narrated by Alicia Keys, who appears over unreleased music while a model wearing the iconic Maya jacket moves through present-day New York. Together, the exhibition and film position the city as a central influence on how the brand has evolved.
“New York in Moncler” will be on view across the city and inside Vanderbilt Hall at Grand Central Terminal from September 9–13.
