Moncler’s Fifth Avenue Flagship Gets the Star-Studded Opening It Deserves

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Moncler’s new New York flagship is impressive in scale: a 23,680-square-foot, two-level destination. It was only fitting, then, that the brand celebrate the opening in equally grand fashion.

On the first official night of New York Fashion Week, Moncler brought together a who’s who of the city’s style set, longtime ambassadors, friends of the house, and sports stars at its largest-ever global flagship. Julia Roberts and Adrien Brody mingled with Moncler’s executive chairman, Remo Ruffini, while Maria Sharapova and Serena Williams caught up nearby.

Sterling Point star Jacob Whiteduck-Lavoie and Heated Rivalry heartthrob François Arnaud also made the rounds, as stars like Anne Hathaway and Cher posed in Moncler’s outerwear and puffer confections, despite the last remnants of the summer heat.

Julia Roberts, Remo Ruffini, and Adrien Brody.

Colin Kaepernick and Cher.

Inside, the store is unmistakably Moncler—and unmistakably New York. Designed by longtime collaborators Gilles & Boissier, the space brings the brand’s Alpine language into the landmark General Motors Building with stone, timber, icy glass, towering evergreens, and a monumental sculpture by Ugo Rondinone.

The ground floor houses the main collection, accessories, and Moncler Genius collaborations; upstairs, Moncler Grenoble gets its own world of ski gear, including Whitespace x Moncler Grenoble snowboards created in collaboration with champion snowboarder Shaun White, a longtime Moncler ambassador. Even the details—bright strips of light, gray-and-black marble, mirrored “curiosity cabins,” and towering glass displays—give the store the feeling of a mountain outpost with a decidedly metropolitan address.

The flagship is the latest chapter in Moncler’s long-running relationship with the city. Earlier in the week, the brand unveiled “New York in Moncler,” a citywide exhibition tracing that history through large-scale photographs and images from some of its most memorable cultural moments, including shows at Grand Central Terminal and Hammerstein Ballroom and an And Just Like That cameo.

The exhibition culminates at Vanderbilt Hall, making the unveiling of its Fifth Avenue flagship one more stop on Moncler’s ongoing—and, seemingly, never-ceasing—tour of the city.