【True Insight Hong Kong Stock Market Trends】Edwin Group (09919.HK) Business Tracking - Edwin Group Collaborates with Moncler to Close Shanghai Fashion Week
Partnering with Moncler to close the Shanghai Fashion Week, demonstrating outstanding execution capabilities to bring Moncler Genius "The Art of Genius" to Asia's creative capital, fostering long-term client relationships, and attracting clients with comprehensive marketing services through superior execution.
On October 19, 2024, Activation Group partnered with Moncler to make a grand finale at the Shanghai Fashion Week, bringing Moncler Genius "The Art of Genius" to Asia's creative capital. Following last year's debut outside Milan in London, this marks Moncler's first fashion show beyond the European continent. Activation Group's participation highlights the group's leading industry position and exceptional execution capabilities.
The "exclusive show" of the 2025 Spring/Summer Shanghai Fashion Week—Moncler Genius 2024 (Moncler "The Art of Genius")—was held at the China Shipbuilding Pavilion, the former site of the World Expo on the Huangpu River waterfront. The venue spanned 30,000 square meters, featuring 10 themed districts, and incorporated Chinese elements such as the installation art by master artist Xu Bing. The scale, diversity, and large audience significantly increased the event's complexity.
Moncler Genius Star Collaborations
"Moncler Genius" is a creative collaboration project launched by Moncler in 2018, inviting external creatives from fashion, music, and art to co-create across disciplines. This edition of Moncler Genius boasts an impressive lineup, including streetwear brand FRGMT by Hiroshi Fujiwara, Mercedes-Benz by NIGO, Palm Angels; music and fashion icons A$Ampco-Pittsburgh(AP.US) Rocky and Willow Smith; Chinese interdisciplinary artist LuLu Li, OBE recipient Edward Enninful, Gilga Farm by Donald Glover; dark fashion master Rick Owens; and minimalist-modern designer Jil Sander.
International Stars Gather
The event was star-studded, with over 8,000 guests including Naomi Campbell, Dou Jingtong, Edward Enninful, Hiroshi Fujiwara, Anne Hathaway, Shu Qi, Rihanna, Manu Ríos, A$Ampco-Pittsburgh(AP.US) Rocky, and Willow Smith exploring designer districts crafted by pioneers in fashion, music, entertainment, art, tech, and design.
Fostering Long-Term Client Relationships and Attracting Clients with Comprehensive Marketing Services Through Superior Execution
The group has previously collaborated with Moncler on other marketing campaigns but had not been involved in large-scale offline events until now. Leveraging its growing industry reputation and experience in major marketing activations, the group achieved a breakthrough by providing experiential marketing services for Moncler's first Asian fashion show. The project's scale and complexity required close collaboration with 10 co-creators to complete 10 unique venues spanning 30,000 square meters within a tight timeline, while ensuring an immersive experience for 8,000 attendees to connect with the brand's history and culture. Moving forward, the group will continue to strengthen relationships with Very Important Clients (VICs) through outstanding marketing strategies and execution, attracting more renowned brands or expanding services for existing clients.
The copyright of this article belongs to the original author/organization.
The views expressed herein are solely those of the author and do not reflect the stance of the platform. The content is intended for investment reference purposes only and shall not be considered as investment advice. Please contact us if you have any questions or suggestions regarding the content services provided by the platform.
