Moncler and Sportswear Company, which holds the Stone Island brand, announced that they have reached an agreement as a result of which Stone Island joins Moncler to develop a new shared vision of luxury. With this transaction, united by their "beyond fashion, beyond luxury" philosophy, these two Italian brands will strengthen their ability to interpret the evolving cultural codes of the new generations and the meaning of luxury fashion.

After Louis Vuitton’s men’s Spring Summer 2020 show, Virgil Abloh appeared in front of the cameras in an unexpected electric blue Arc’teryx Rush Jacket underlining the boundary-blurring between sport and fashion, between performance and lifestyle, and bringing outerwear, luxury fashion and streetwear under one umbrella.

Louis Vuitton, Gucci, and Hermès are battling for young consumers and to win over the hearts, minds, and dollars by trying to engage them through social media, storytelling and streetwear. Millennials and Gen Z are expected to account for 45% of all luxury spending by 2025, so it makes sense to earn their loyalty when they are young that could help to increase the size of the market from Euro 295 billion to Euro 305 billion by 2020.