Moncler’s recent fashion show in Grenoble – held in the snowy alpine peaks of the historic Swiss ski resort of St Moritz last weekend – was an impressive presentation of the new collection, perfectly in tune with the natural environment for which it is intended, after all.

And that’s not just because Moncler itself was born in the Alps more than 70 years ago in Monestier-de-Clermont, France, with founders René Ramillon and André Vincent seeking to create a quilted sleeping bag for high-altitude climbers of the area. Instead, take a simple stroll through the center of St Moritz, and you’ll see just how popular Moncler clothing is among the resort’s clientele.

The location is also a favorite of Remo Ruffini, Moncler’s chairman and CEO, whose tenure at the brand has transformed its fortunes, making it a major player in fashion.

On the evening of said fashion show, in a phalanx of black Moncler-branded cars, each dressed in their specially fitted white cape, we were transported once more to the top of the resort, to the Alphütte Clavadatsch. This historic cabin provided basecamp for the catwalk show (while attendees waited, mugs of warm wine or sake were served as guests sat on faux fur-trimmed benches).

The evening ended at one of Ruffini’s favorite haunts, Dracula’s, a historic St Moritz members’ club where aprés-ski often takes place until the early hours of the morning.

Photos Courtesy of Moncler