Tour de fashion: Models ride into Milan

Milan – Moncler Gamme Bleu’s inspiration for the brand’s spring/summer 2011 show at Milan fashion week was the elegance of cycling. Head designer Thom Browne sent models around a velodrome in a performance that celebrated the joys of the two-wheeled pursuit.

After completing a lap, models lined up their bicycles through the middle of the stadium to perform a more traditional runway walk on foot, only to cycle off for more laps to a medley soundtrack of Beatles songs.

For Moncler Gamme Bleu’s summer customers, Browne had the modern and sartorially inclined cyclist in mind. Technical outer pieces were mixed with more traditional staples such as raincoats and cardigans, while cycling accessories such as bicycle clips and striped casquettes completed the outfits.

This theatrical performance shows how brands can use live and performance-based events to create a new type of dialogue in which customers become part of an audience.