Moncler. You might be familiar with its clothing, not least because Drake wore one of the French-Italian label’s signature down jackets in the meme-generating film-clip for Hotline Bling two years ago.

The ultra-luxury brand has roots in outdoor clothing and sportswear, but has become known for those (very, very pricey) high-fashion quilted jackets – the core range of which is now available at Moncler’s first Australian store. It opened quietly in Melbourne in May at Chadstone Shopping Centre.

Moncler CEO Remo Ruffini tells Broadsheet that Australia “can become very important” for the company.

“Australians already love Moncler as they perfectly distinguish the real values of our brand,” he says. “Quality and creativity, innovation and originality are the values which set the foundation for Moncler.”

Established in 1952, the brand initially produced sleeping bags, tents and adventure products. Since 2003, under Ruffini’s creative direction, it has combined its sportswear technicality with a fashionable edge. Regular appearances at New York Fashion Week showcase the brand’s lines of outerwear and apparel for men and women.

Even before Drake shimmied around in a various coloured cubes in 2015, Moncler’s longstanding reputation as a European luxury product has seen it make various appearances in pop culture history.

In 1968, the brand dressed the French ski team for the Winter Olympics. Throughout the ’80s, the trendsetting Italian Paninari youth subculture adopted Moncler jackets as its uniform. Celebrities raised the brand’s international profile again in the 2000s, with names including Victoria Beckham and Tom Cruise spotted in the classic Moncler jackets.

The Melbourne store carries the brand’s main collection for men and women plus knitwear. There is also a range of accessories including footwear, bags, backpacks and small leather goods, as well as the Moncler Enfant line for children. The Thom Browne-designed Moncler Gamme Bleu line will arrive in August.

moncler.com