Moncler always in search of new heights brings its Grenoble collection to Aspen
The brand's 'world snow tour' lands in the United States, which also aims to develop a market with still much potential. CEO Ruffini: "We love to interpret different cultures, and this is our best collection so far"
No longer miners in search of bountiful veins of silver in the surrounding mountains, but the richest people in the world: the evolution of the economy of Aspen, in the heart of Colorado, can be perfectly perceived when one enters today the red brick building at 432 East Hyman Avenue, once the emporium of Henry P. Cowenhoven, one of the town's founders, who sold food and equipment to precious metal prospectors, and which a few days ago housed the new Moncler Grenoble boutique. In one of the most famous, and certainly the most glamorous, ski resorts in the United States, the brand has opened its second shop, following the one that marked Moncler's landing in the United States in 2008 and which is still located nearby.
Aspen is also the third stop on the "world snow tour" that started in 2024 in Sankt Moritz and continued in 2025 in Courchevel, with which the brand decided to present the Grenoble collection (the others are Genius and the main one by Moncler), the one in which the technical aspect merges with fashion, and the chosen locations best represent this meeting: over 300 people followed the spectacular fashion show of the Grenoble collection for autumn-winter 2026-27 last Saturday, which took place in a forest, at an altitude of over 2.400 metres above sea level in the grounds of the T-Lazy-7 Ranch (another historic site in Aspen), and the white barks of the aspen, the peculiar poplars that give their name to the town, on which the moonlight reflected in the snow bounced.
"We don't, like many other brands, organise eight fashion shows a year, but just one, and an extraordinary one at that," says Remo Ruffini, ceo and president of Moncler, the brand born in 1952 in Monestier-de-Clermont (in the mountains of Grenoble, that is) and which he took over in 2003, marking its evolution from niche brand to global brand, leader of a group - with the arrival of Stone Island in 2020 - of over 3 billion in revenues in 2024. We are sitting in a lounge of the Jerome Hotel, also an Aspen landmark, founded by another entrepreneur-pioneer in its history, Jerome B. Wheeler.
Leather sofas, soft light coming down from antler chandeliers, chandeliers made from elk antlers. On the hill behind the hotel is the Red Mountain district, where millionaire villas line the road to Hunter Creek. Having chosen Aspen for the show and for the new shop is also part of the strategy to develop a market with still a lot of potential: for Moncler, the American market is the third largest in terms of revenues after Asia and Emea, with a 14% share. In the third quarter of 2025, however, it was the only one to record an increase (+5%), against a 2% drop for Emea and a stable situation in Asia, which led the group to close the first nine months in line with 2024 at 1.84 billion in revenues.
Political considerations aside, for fashion and luxury the United States is today the most solid and promising market, which does not seem to suffer from the tariffs imposed by Trump six months ago. In the country, which this year celebrates 250 years of independence, the resort shows of some of the top brands of Lvmh and Kering, Louis Vuitton, Dior and Gucci, will arrive next May.
