A cast of 700 dancers dressed entirely in white filled Piazza del Duomo on Sunday night, rendering Milan’s cultural center a blank canvas. Virna Toppi, prima ballerina of Teatro alla Scala, emerged on stage as a lone chorist sang acapella. The cast slowly built upon itself, and with it the music became a full orchestra and the single dancer became a troupe, moving geometrically to animate the historical space. As the orchestra built to its climax, it shifted into an electronic set from DJ Lorenzo Senni. The cast of nearly 2,000 dancers, models, choir members, and musicians moved in unison, enveloped in a storm of white confetti.

This was the first night in a 70-day program of global celebrations—each night marking a year of Moncler. The campaign will stretch into photography, design, and even the metaverse in events held in international cities and online. In line with the house’s ingenuitive spirit, the performance matched Moncler’s approach to its practice; its dancers each wore Maya 70 jackets, a reimagination of its historical design, as they repurposed the historical space. The piazza reached its capacity as 18,000 onlookers gathered to watch the performance from the square and its surrounding balconies and terraces, undeterred by the rain. “We gathered together all generations, and felt the strong energy coming from our communities. It is with them that we want to build our next 70 years. At Moncler we dream together, not alone,” Chairman and CEO Remo Ruffini noted in a press release.