The United States is more than ever an essential market for luxury brands, where they continue to invest with boutiques and events. One example is Moncler, which is organizing its very first fashion show in the U.S.

After Saint-Moritz and Courchevel, the Italian high-end down jacket brand has chosen Aspen, the chic Colorado ski resort, to present on January 31 the new fall-winter 2026/27 collection of Moncler Grenoble, its most technical line “designed for all aspects of mountain life, both on and off the slopes.”

As usual, the label will be orchestrating a high-impact event bringing together “an international community around an extraordinary outdoor fashion show, echoing Moncler’s alpine DNA,” it said.

The brand will certainly be able to count on a star-studded line-up, as at its last stop in Grenoble in March, where Anne Hathaway, Adrien Brody, and Jessica Chastain, among others, were present, to whom it promises “a weekend of immersion in the snowy scenery of Aspen.”

In 2008, Moncler opened its very first store in the United States in Aspen. Today, the brand wants to increase its visibility on the American continent, where it is much less represented than in other markets. Its sales there represent 14.2% of its total sales, compared with 50.6% for Asia and 35.2% for EMEA.

Sales in the region came to 147.9 million euros in the first half, up 1% at constant exchange rates on the first half of 2024. But in the second quarter, the increase was 5% “with an acceleration compared to the previous quarter, thanks to an improvement in the direct sales channel”.

Moncler, which has 47 boutiques in the United States, has reviewed its wholesale distribution network there, tightening its ties in particular with Saks Global.

In New York, where it has two directly operated addresses – on Prince Street and Madison Avenue – the down jacket label is preparing to inaugurate its largest store in the world in early 2026. A two-storey, 2,200-square-meter space at 767 Fifth Avenue, in the General Motors Building. In the first half of the year, the company opened a boutique in Philadelphia’s King of Prussia shopping center and relocated its South Coast Plaza store to Costa Mesa, California.