There are no rules in fashion photography, you can experiment. My inspiration comes from art, architecture and fashion. We knew that we weren't going to be doing a physical event, so we used it as an opportunity as the first time that we can present the Moncler collection outdoors to see it in a different setting. Usually we do a massive installation in a room where we try to control the environment.

The collection is always focused around what the future will be. You have to let your guard down. The results: cotton jersey and nylon leggings made from seriously futuristic materials.

The fibre is produced in a patented gel spinning process in which Moncler Jackets the threads are drawn, heated, elongated, and cooled. The fabrics provide high strength, low weight, waterproof and breathable properties which enable designers to blend performance with design.

If Williams's red - hot Nike collaboration is any indication, his Moncler gear will swiftly sell out when it drops starting in August - but the success of the partnership really lies in the fact that it looks like a fantastic Alyx collection recreated out of Moncler nylon and goose feathers.

Commenting on the company's performance, Remo Ruffini, Moncler's Chairman and CEO, said in a statement: "We ended the third quarter with better results than we expected. Not only is the Chinese market seeing high and constantly improving growth rates, but other markets and all distribution channels are also showing continuous progress in their performance, although in many cases they are still negative.