By  on December 16, 2013

MILAN — Moncler’s first day of trading on the Milan Stock Exchange on Monday wasn’t just another routine day at the market.

Fifty models wearing all-black winter looks posed with chairman and chief executive officer Remo Ruffini on the steps of the Milan Bourse shortly after dawn; suspense built as trading was slightly delayed because prices were rising too much and too quickly; countdown to trading evoked that of a moon mission launch through sound and images, and Ruffini was greeted by the audience with a standing ovation as shares shot up almost 44 percent to 14.67 euros, or $20.15 at current exchange, after a few minutes of trading, at 9:13 a.m. “Emotions are the new currency. Together we must help [the brand] travel on the wings of emotion. And it is with the strength of millions of feathers that I thank you,” said Ruffini as a shower of tiny shreds of white paper — similar to feathers — dusted more than 450 guests, including Matteo Marzotto, Lapo Elkann and Franca Sozzani.

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