Moncler creates jackets that will never go wrong

Moncler's jackets of the fall/winter 2012-13 are created in many styles for consumers. Provided to China Daily

China pop diva Faye Wong is not only a good singer but also a fashionable one. But her husband, Li Yapeng, was often accused of wearing unfitting clothes.

However, his fashion sense seems to improve with Wong around him. When the couple first appeared in public together in 2005, Li was wearing a gray jacket from Moncler - one of Wong's favorite sportswear brands. It won him praises from many fashion critics.

He wore "a jacket that will never go wrong" - that is Moncler's mantra. The French label has just celebrated its 60th anniversary.

Remo Ruffini, CEO and the creative director of the French label, says that when he took over the brand in 2003, he had a clear idea: the strategy of the "global down jacket".

"(We wanted to create) a jacket to be worn by everybody in every occasion. This simple idea had the strength to restore Moncler to its former glory," Ruffini says in an exclusive interview with China Daily.

To create a jacket that suits everybody for every occasion, Ruffini put in a lot of effort. The jacket needs to satisfy varied tastes and yet possess unique eye-catching details.

Bearing this in mind, he developed the Moncler Gamme Rouge, Moncler Gamme Bleu and Moncler Grenoble collections in addition to the Moncler main line.

Grenoble is a more contemporary collection with trendy decoration. Gamme Rouge is exclusively designed by chief designer Alessandra Facchinetti and Giambattista Valli for women. And Gamme Bleu, created by Thom Browne, is basically for men.

Ruffini's strategy proved successful. He says being the CEO and creative director of Moncler allows him to play more roles in the world of fashion.

"I believe to be a good entrepreneur, you need to be creative and brave, have a vision and be able to fulfill it Since I took over the brand, I have been involved in every angle of the brand's creation: product, retail, advertising and communication, as well as designers' collaboration," he says.

Since the French label was introduced in China in 2009, it has received overwhelming acclaim. It not only attracts Wong and her husband but also other A-listers, including Maggie Cheung and Tony Leung.

This month, it opens its e-commerce website Store.moncler.cn exclusively for Chinese consumers. According to Ruffini, it is the first time that the collections of Moncler Gamme Bleu, Moncler Gamme Rouge and Moncler Grenoble are for sale online.

The label now has 11 freestanding boutiques on the Chinese mainland and will open another three in the next six months.

gantian@chinadaily.com.cn