Guarda residents split over Moncler fashion show

Plans for a Moncler fashion show in the Engadine village of Guarda have divided residents, with some welcoming the potential economic benefits and others concerned about the event’s effect on local traditions. SRF reported on the plans, citing RSI.

The luxury fashion brand wants to present its new collection in February. The plan is to turn a section of the village centre into a runway for 200 to 300 guests, with music accompanying the models, said Dillon Rätz, tourism coordinator for the municipality of Scuol, which includes Guarda.

Some residents are wary because a Moncler show in St Moritz in 2024 drew criticism after helicopters and artificial snow were used and a forest area was affected. Residents in Guarda have called for guarantees that the same will not happen there.

Innkeeper Sophie Badel told RSI she did not want the event to take place, especially in Guarda. “We are the village of Schellen-Ursli, and this fashion show does not fit well with that image or with our regular clientele,” she said.

Scuol has approved the event on the condition that helicopters and snow cannons are not used to prepare for it, in an effort to limit its impact.

Moncler will provide financial support to the Pro Guarda foundation, which works to ensure that local residents have access to enough affordable housing. Foundation board member Urs Padrun said it had not asked for help, but would accept the offer.

Some tourism businesses also see potential benefits, including greater visibility for the village and work generated by preparations. Hotelier Lukas Müller said he hoped the event would attract more visitors and bring people to stay and eat in Guarda while it was being prepared.