By: Ilaria Chiavacci
Photos by: Jamie Hawkesworth
Moncler Grenoble: four garments and four samples
Moncler Grenoble celebrates its Olympic roots and the high performance of its garments with four exceptional champions-Shaun White, Perrine Laffont, Richard Permin, and Cai Xuetong.
Think about it: if you had to choose a resort in Europe that also symbolically represents the union of mountain performance and impeccable style you would surely point your finger at St. Moritz. It is here that Moncler has chosen to open the first flagship store dedicated to the Moncler Grenoble universe, the group’s line that most prides itself on the performance of its products. The naming itself contains an homage to the brand’s origins, founded by René Ramillon in Monestier-de-Clermont in 1952, a French commune located precisely in the arrondissement of Grenoble.
At the time, Moncler was producing sleeping bags and jackets to cope with altitude in the mountains: the team of Lino Lacedelli Indeed, he chose it for the historic first ascent of K2 in ’53. In the years immediately following, the brand was then chosen for other major expeditions, from Makalu to Alaska and, in 1968, became the Official sponsor of the French national team at the Winter Olympics which were held in Grenoble itself. Then, in Moncler’s recent and untold history, there are other stages, other worlds, from the Milanese paninari to the stock market launch to the advent of the fashion house’s new concept, Moncler Genius, which represents a new way of conceiving the brand by involving other designers and interacting in innovative ways with end consumers.
With Moncler Grenoble the mark celebrates its origins and this year it does so not only with the flagship store in St. Moritz, but also with a campaign with which it investigates the relationship of four champions with the mountains. “Beyond performance“, this is the evocative title of the campaign, in fact involves four athletes who are making history in winter sports to pay tribute not so much to their achievements as to their relationship with the mountains and the communities of skiers and snowboarders to which they belong.
Thanks to these shots by Jamie Hawkesworth, we had the opportunity to capture the snowboarding legend’s most intimate and honest look at the mountain Shaun White, a three-time Olympic gold medalist, Olympic gold medalist and five-time world ski mogul champion Perrine Laffont, by the legendary freerider Richard Permin and world champion snowboarder Xuetong Cai.
Four incredible voices in a kind of “four-way interview,” telling not only about their relationship with the mountains, but also with racing, adrenaline, pressure and fear.
Shaun White
In your career, what competitions have played a crucial role?
I would say the first X-Games I won-I was 16 years old and it was a big thing for me, not only to win, but to be considered not just a kid anymore, but a real professional. In second place on this ideal podium, however, is the first Olympic gold I won, in Turin in 2006. I had accomplished something that many people dream of doing, and after that achievement, my world was never the same. Finally, I would say the Sochi Olympics in 2014, where I came off the podium getting only a fourth place. That defeat devastated me, but it also helped me to place a new value on both sports and my life in general. It was a moment that helped me grow, become stronger and more focused.
If you could go back, which race would you do again?
Definitely the skateboard competition at the Olympics in Japan. I competed in both skateboarding and snowboarding for a long time, and when skateboarding was introduced in the Olympic Games I was so excited that I wanted to try to compete. I withdrew, however, when Tokyo 2020 was postponed a year because I was not sure if I could compete in skateboarding in 2021 and then return to snowboarding for the 2022 Winter Olympics. I should have gone ahead: it would have been fun to brag about being an Olympian in both winter and summer.
Moncler Grenoble’s legacy is rooted in Olympic competitions, where equipment plays a very important role. What qualities are most important to you when it comes to competition clothing?
Obviously something to perform well with, but there is also the element of style not to be underestimated: if you wear something that makes you feel special and confident, that also contributes to the goodness of the performance.
Style has always been important to you, so much so that you founded your own brand. In areas such as skiing and snowboarding, style also has a special meaning in terms of belonging. What do you particularly like about the new Grenoble collection?
I love the way Moncler has managed to produce a super-cool collection without falling short when it comes to performance. I am so convinced of the goodness in technical terms of Grenoble that I have collaborated with my brand Whitespace on a collaborative snowboard! I am so proud of the result: it is a beautiful all mountain board with a clean, graphic design in matte black and white.
Perrine Laffont
When did you get into mogul skiing? And what does this discipline represent to you?
I started thanks to my parents: at the time my father was a ski instructor and my mother was the president of the ski mogul at the ski resort where I grew up, Les Monts d’Olmes. I was 2 years old when I was put on skis for the first time, and I haven’t taken them off since. Then when I grew up, I approached mogul skiing and competitions, and I haven’t stopped since. I love this particular discipline of freestyle because the sensations it gives me are unique: you have to be fast, very technical and at the same time love acrobatics. In addition, the atmosphere on freestyle ski teams is very different from that of alpine skiing or other winter disciplines.
In your career, what competitions have played a crucial role?
The biggest impact on my career was definitely the 2018 Olympic Games in PyeongChang, South Korea. It was the year I won the Olympic gold medal: on February 11, 2018, I realized my biggest dream.
What is the Olympic memory you are most fond of?
No doubt my participation in my first Olympics, in 2014 in Sochi, when I was only 15 years old. When I started competing, I immediately set my sights on the Olympics, so my parents set up a gym in my attic. As soon as I found out at the age of 13/14 that there might be a place for me in Sochi, I trained hard to be part of the team, and when I finally got to the Olympics I was 15 years old and the youngest athlete in the French delegation. That year I managed to take fifth place in qualifying and 14th in the final, which made me want to come back four years later to win my first Olympic medal.
Clothing in the mountains is also about belonging, especially in freestyle skiing. What do you particularly like about the Moncler Grenoble collection?
Well I like it for several reasons, the first of which is that it blends style with high-performance functionality. The clothes are designed to withstand harsh mountain conditions while allowing good freedom of movement, which is critical in freestyle activities. Moncler Grenoble also has innovative design, and wearing Moncler Grenoble in the mountains conveys a sense of belonging with a community that appreciates both style and performance: it’s not just about the clothes, it’s about being part of a community that strives for quality and excellence.
Richard Permin
In addition to your passion for extreme descents, you also have a passion for video production, an artistic side that leads you to share your exploits. Which aspect do you love the most?
What can I say, mountain scenery stimulates creativity, and then yes, I love making videos. There is always this desire in me to try new things, to push my limits: every year I manage to create something unique. The creative process in our sport is somewhat special, which is why I devote myself as much as possible to shifting its boundaries. Working with my team and trying to do something different every year keeps my passion alive, drives out the routine.
Mountain video production is experiencing its golden age in Europe, where the passion for this kind of extreme sport is a recent thing. Do you foresee more action or more content for you in your future?
I’ve been doing video for 20 years: today the way we enjoy this content has changed. This is as good for performance as it is for creativity-sometimes I focus more on one thing or the other, but I will certainly continue to create content in the future-thanks to social media, the sounding board for the sport has increased quite a bit. It used to be that what you did you only showed on DVDs to people in the industry, now we have many platforms to share our exploits.
Cai Xuetong
If you had to define in three words what snowboarding and the mountains mean to you, what would you say?
Freedom, awe and enjoyment.
In your career, what competitions have played a crucial role?
Definitely the Burton US Open: I was the only Chinese athlete to ever win a US Open.
What is the Olympic memory you are most fond of?
I have participated in four Winter Olympics, and each one has its own little stories, but the most unforgettable looking back, was the Beijing Olympics in 2022. We narrowly missed the podium and it was, for my team, a unique moment of shared disappointment and warmth: we were all aware of each other’s immense effort and dedication and shared the same feelings with respect to defeat.
You represent a new generation of young Chinese women. With your competitions and partnerships like the one with Moncler, do you want to send a message to the younger generation?
That we should not be defined by anyone but ourselves: we should be masters of our own lives and not set any limits for ourselves.