Moncler to kick off Freeze for Frieze project in London
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Culture
Outerwear luxury label Moncler is set to kick off its latest project, Moncler Freeze for Frieze this Friday in support of creative talent.
For its latest project, the Italian label teamed up with The Royal College of Arts and asked artists, fashion designers, musicians, performers, as well a number of the college's alumni and current students to donate an original, postcard-sized piece of artwork.
A total of 400 artworks are set to be exhibited and go up for sale on October 7 during Frieze at the new Moncler flagship store at 26 Old Bond Street, with the project marking the store's official opening.
Each card will be sold anonymously for 60 pounds, with the creator behind each piece only being revealed after the sale in line with the RCA Secret format which has been running at the college for over 22 years. Customers will be limited to 2 postcasrds per person and a selected number of postcards will also go on sale at moncler.com on October 7, with the sale running until October 9.
All proceeds from the sale will be donated to RCA scholarships in the School of Material. "I'm very passionate about the world of art, especially how meaningful it is as a language, a means of communication, encompassing one's personal views and abilities. Creativity has always been a key word for Moncler," commented Remo Ruffini, Chairman and CEO of Moncler in a statement. "Working towards this common goal alongside a high profile institution like the Royal College of Art is a great honour for me."
The Moncler Freeze for Frieze will be guest curated by established fashion journalist Tim Blanks, a long time admirer of the RCA Secret project. "Being one of the most successful design companies in the world, Moncler has been a great source of inspiration to our Fashion students for many years," added Paul Thompson, Rector of the RCA.
"I'm pleased to point out that Moncler is offering something more than just inspiration here, at the Royal College of Art, through these generous contributions to the scholarship fund. It's thanks to this collaboration, in fact, that two exceptionally talented students will be able to obtain their MA degrees."