Moncler is Taking Over New York Ahead of Its New Flagship Opening—Everything You Need to Know

In 2010, Moncler turned Chelsea Pier into an urban mountain — scaffolding, 100 models in Moncler Grenoble, and the kind of Fashion Week moment that stops people in their tracks and makes them remember exactly where they were. In 2011, 140 dancers in technical alpine wear took over Grand Central Terminal’s Main Concourse during a surprise runway show while commuters watched, stunned and delighted. In 2014, Annie Leibovitz photographed a model on top of the Chrysler Building in a Moncler puffer, blurring the line between mountain summit and Manhattan skyline. These are not marketing memories. They are New York moments — and Moncler has been making them for more than two decades.

Photo Credit: Moncler

Now the brand is telling that story all at once. New York in Moncler, a city-wide open-air retrospective, transforms communal spaces across New York into an expansive public gallery from September 9 to 13, 2026, culminating in a dedicated exhibition inside Grand Central Terminal’s Vanderbilt Hall. Large-scale photographs document more than 20 years of shared history between Moncler and the city — from the Chelsea Pier mountain in 2010 to Robert De Niro and Al Pacino shot together on New York rooftops for the Warmer Together campaign in 2025. It is, the brand says, one of the largest open-air public exhibitions the city has ever seen. Given the scope of what Moncler has actually done in New York over the past two decades, the claim is easy to believe.

Photo Credit: Moncler

A film released September 3 brings the retrospective to life beyond the city’s streets. Narrated by Alicia Keys — iconic New Yorker and close friend of the brand — over her own unreleased new music, the film moves through the moments that have shaped the relationship: shows, campaigns, the connections between Moncler and the people and places that make New York what it is. Keys also co-created the 2023 Moncler x Alicia Keys collection, drawing on her personal memories of ’90s New York — oversized silhouettes, technical textures, and her signature purple — making her the natural voice for a story that has always been as much about the city’s culture as the brand’s clothes.

Photo Credit: Moncler

The moments on display span the full arc of Moncler’s New York story. The 2013 Gotham Hall presentation, where nearly 370 green-clad models formed a tiered “Inner Forest” inside a Manhattan ballroom. The 2015 Art for Love project at the New York Public Library, curated by Fabien Baron, where 32 photographers reinterpreted the iconic Maya jacket in support of amfAR. Spike Lee at the Hammerstein Ballroom in 2017. Sarah Jessica Parker in the couture-inspired puffer gown co-created with Pierpaolo Piccioli, which became a pop-culture emblem of New York winter after she wore it in 2023. Penn Badgley on the streets of SoHo for the Spring 2025 campaign. Vittoria Ceretti at the Met Gala, in a tailored Moncler mini dress with a dramatic down cape. Each image is a chapter in a love story that New York didn’t know was being written until now.

Photo Credit: Moncler

The retrospective is also the prelude to something new. Just steps from Grand Central Terminal, Moncler is opening Moncler Fifth Avenue — the brand’s largest-ever global flagship anywhere in the world. The opening coincides with the exhibition and introduces a second LoveFrom collection, created with legendary designer Jony Ive’s LoveFrom collective, embodied in Central Park by the brands’ respective mascots, Monduck and Montgomery. A new chapter in the relationship, announced with the full weight of everything that came before it.

Photo Credit: Moncler

New York in Moncler is on view at Vanderbilt Hall, Grand Central Terminal, and across New York City from September 9 to 13, 2026.

For more of Haute Living’s New York coverage, see Haute Living New York: The Ultimate Guide to Luxury in the City That Never Sleeps.