The archive · Content & Film · Marketing decision · 2021
Moncler's #Mondogenius 2021 makes its fashion show an interactive livestream
A bespoke platform let Moncler's five-city, 11-designer show go beyond livestreaming, with viewers interacting through polls and mini-games.
Moncler
What it had to solve
In 2021 lockdown-era fashion brands translated their shows into livestreams, and virtual experiences were challenging the conventions of branding and content creation. Moncler needed #Mondogenius 2021 — five cities, 11 designers — to stand apart from that crowded wave rather than become one more broadcast.
How it works
When every fashion house moved online in 2021, a livestream was no longer an event — it was the default. Moncler's #Mondogenius 2021, which brought 11 designers across five cities, faced the same problem as the rest of the industry: how to make a virtual fashion show feel like a journey rather than a video feed.
The answer was to build the audience into the show. Media.Monks created a bespoke digital platform to house the main livestream, and instead of passive viewing the event ran polls, mini-games and hashtag triggers that let attendees interact with the experience as it moved between cities and designers around the globe.
The entry reports that more than 300 million viewers interacted through those mechanisms during the event, and D&AD filed the experience in its awards archive. The work became an example of how interaction, not broadcast, differentiates virtual brand experiences.
Why it lands
- Interaction made a screen-based fashion show feel like participation, not viewing.
- A bespoke platform let Moncler control the journey across five cities instead of renting a generic streaming tool.
- Polls, mini-games and hashtag triggers gave millions a reason to stay inside one event rather than scroll away.
- Going further than a plain livestream set Moncler apart at the exact moment the format flooded the industry.
What it did
Per the D&AD entry, more than 300 million viewers interacted during the event via polls, mini-games and hashtag triggers. Where rivals simply broadcast, Moncler turned its show into a global interactive journey, and the work entered D&AD's awards archive.
What you can take
When every rival broadcasts the same format, build the audience into the event itself: interaction is the differentiation a plain livestream cannot copy.
Since then
The project entered D&AD's awards archive and collected industry recognition through 2022, appearing among Epica Award winners and on the BIMA shortlist. It became a reference point for fashion brands deciding that a virtual show must be interactive to matter, and for agencies building bespoke platforms instead of renting streams.
Sources
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