Luxury clothing maker Moncler showcased its latest celebrity collaborations in a series of pavilions built inside an old shipyard in downtown Shanghai on Saturday as it looks to shrug off the sector's global malaise.

Moncler’s first store in China was opened in Shanghai in 2009. In 2021, the company established a Chinese business division at its headquarters in Italy, and in 2022, it opened a dedicated content creation studio in Shanghai.

Back in 2018, Moncler CEO and chairman Remo Ruffini launched Moncler Genius. Multiple designer collaborations followed, and, until last year in London, Ruffini reimagined Genius, expanding beyond fashion designers to include “geniuses” of all walks of life.

And China has always been important for us not only for revenues but because of the culture here,” said Moncler's chairman and CEO Remo Ruffini during a press conference at Shanghai's Bvlgari Hotel on Saturday afternoon,

Over 8,000 guests experienced the fashion spectacle alongside Rihanna, Naomi Campbell, Anne Hathaway, Shu Qi, Leah Dou, and Yeonjun of TXT.