The architectural concept is once again the work of French studio Gilles & Boissier. The boutique includes new elements drawn from a variety of cultural and artistic sources, inspired by the genius Moncler Sale loci, the guardian spirits of Milan. This can be seen in a heightened use of symmetry, as well as geometric references drawn from the rationalism and classicism of the '30s and '40s, a period in which Milan was a hothouse of design innovation.

I learned a lot about myself as a photographer. I think it's interesting what can come out of obstacles that are put in front of you. The Armoise is the combination of various aesthetic experiments fused into a quilted outerwear piece with a tailored hand.

"There's knit, and webbing, and lining, and all the top - stitching. It all takes on a different tone, each material," he says. The editorial is set against drab, grey beach backdrops, enhancing the all - over prints and bold, desert - inspired colors.

The show was one part of a global festival called Mondo Genius - a five - city presentation of collaborations with the eleven designers who, under Moncler's Genius program, bring their runway edge to the brand's puffy performance wear. Jonathan Anderson showed a short film directed by Luca Guadagnino in Milan, for example, while Veronica Leoni hosted a concert with Solange on New York's Upper East Side. Williams created a film with Teezo that debuted on Saturday, focusing on the "dystopian uniform," as the designer put it, that he has continued to evolve for Moncler.