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This unexpected Italian brand is gaining popularity just in time for the New Zealand winter

It was the designer item you were least expecting to invest in next season.

Leaping a massive 12 places during the last quarter of 2018, Italian lifestyle brand Moncler has secured the title of the world’s fourth hottest brand, according to the latest findings by global fashion search platform Lyst.

The brand behind the high-shine quilted jackets seen sported on the likes of Priyanka Chopra, Ariana Grande, Rita Ora, Millie Bobby Brown, Naomi Campbell and Elsa Hosk is making cold cool again with the sales figures to prove it.

 

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All black. @PriyankaChopra in #MONCLERSIMONEROCHA. @simonerocha_ _ #MONCLERFRIENDS #MONCLERGENIUS

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Founded in 1952, the brand – which is an abbreviation of Monestier-de-Clermont, a village in the mountains near Grenoble – originally produced sleeping bags and other protective clothing to brave the cold elements. Moncler’s products were relied upon for expeditions to the K2 and the like before going on to become the official supplier of the French national downhill skiing team during the Winter Olympics.

In the ‘80s, the brand received an aesthetic overhaul thanks to former designer Chantal Thomas who revamped the humble quilted jacket with fur trim, satin and reversible fabrics; the images we drum up in our minds today when considering the brand.

Though New Zealand’s climate doesn’t, for the most part, send the nation into persistent depths of snow each winter, the quilted jacket made famous by the likes of Moncler is a staple in the Kiwi wardrobe no less, however, it does come in the guise of a Kathmandu puffer (or similar).

While these items are considered a practical necessity and not by no stretch a status symbol, the Moncler version offers a fashionable alternative – at a price.

This unexpected Italian brand is fast gaining popularity just in time for the New Zealand winter

The Moncler jackets which start from approx. $2,260 NZD pale the Kathmandu alternative which range from $160 – $700

The increasingly popular brand’s sensation towards the end of 2018 saw Moncler banned from a school in the United Kingdom alongside labels Canadian Goose and Pyrenex for “poverty shaming.” The ban, which forbids students from wearing the designer coats, was in an effort to “poverty proof” their school and was, apparently, well-received, an article by The Sun reveals.

The Moncler Genius 3 Grenoble Vonne ski jacket (pictured above) joins the ranks of Gucci’s Soho Disco Bag and logo belt, sustainable label Veja’s V10 sneaker, Saint Laurent’s monogram wallet, Balenciaga’s Speed sneakers etc., in the top 10 hottest women’s products for Q4 2018, and ranks number 6 by way of the Maya Jacket in the men’s list.


While it may be difficult to imagine forking out for fashion’s flavour of the month right now (while we’re still dining al fresco during daylight hours, that is), a Moncler jacket may be a trend piece that has the means to remain a wardrobe staple for seasons to come. You know, if you’re still contemplating on a pair of Balenciaga Triple S Low Top trainers or a Gucci Marmont mini bag…

Words: Terri Dunn
Photos: Getty Images, Instgaram, Supplied

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