Moncler has announced its first foray into fragrance, a testament to the house's continued expansion beyond outerwear.
Moncler Pour Homme and Moncler Pour Femme, releasing on October 5 at retailers like Selfridges, smell like snowy mountaintops — an homage to the brand's roots in skiwear. The latter features "Powdery Snow" accord, a fresh scent that captures the chilliness of winter weather, developed by perfumer Nisrine Grillié.
Moncler Pour Homme, the brainchild of Antoine Maisondieu and Christophe Raynaud, is a muskier fragrance that smells of "Mountain Woods," an accord specifically formulated for the house that mixes amber, cedarwood, and sandalwood.
Beyond their actual smell, both scents are packaged in rather eye-catching bottles. Silver flasks are constructed with horizontal "ribbing" (a nod to the shape of Moncler's hero product, the puffer jacket) and, most notably, LED screens that light up with scrolling red letters akin to Moncler x RIMOWA.
Via an accompanying app, shoppers can customize the message that appears on the bottle — a feature that will appeal to customers in the market for a unique gift.
Moncler's expansion into fragrance poses ample opportunity for collaboration, a key component in the brand's current success.
Moncler's Genius project has catapulted the house to the forefront of fashion.
By recruiting a roster of collaborators each season (JW Anderson, HYKE, and Gentle Monster joined the latest lineup), Moncler is able to offer consistently fresh takes on its signature outerwear.
Whether Moncler will use its fragrance imprint as an entrée to more collaborations is still up in the air (hello, COMME). Considering the success of its past team-ups, a similar approach would be pretty "Genius," if I do say so myself.
