Moncler Unveils “The Art of Explorers” Campaign with Adidas
Luxury outerwear brand Moncler is launching a new campaign called “The Art of Explorers” to announce its upcoming collaboration with Adidas Originals. The campaign features AI-generated adventurers paired with mixed media sculptures, as well as an immersive digital experience and a limited edition collection of NFTs.
The Co-Created Campaign
Moncler challenged multidisciplinary artists to create sculptures inspired by the looks in the collection. The campaign builds on Moncler’s previous “Art of Genius” show in London, which introduced the collaboration with Adidas.
The Sculptures and Looks
The sculptures created by Gary Card, Ibby Njoya, and Kate Tabor are showcased alongside humans wearing outfits from the collaborative collection. It is unclear whether the people in the photos are AI-generated or real individuals.
The Styling and Design
Ai Kamoshita styled the looks, incorporating makeup and accessories by makeup artist Isamaya Ffrench and hair by Shirori Takahashi. The sculptures were photographed by Hanna Moon. Sculptor Gary Card aimed to create a figure that reflected the essence of the Moncler look.
An Immersive Digital Experience
The digital experience on the Moncler website recreates a brightly lit cityscape similar to that seen in the “Art of Genius” show. It combines sound, video, and 3D animation and offers exclusive products for purchase through digital billboards.
The Limited Edition NFT Collection
A limited-edition NFT collection featuring the Moncler x Adidas Originals NMD collaboration boot will be available via the immersive platform and the Adidas Confirmed app.
Moncler’s Web3 Ventures
In October 2022, Moncler entered the Web3 space by releasing NFTs to commemorate its 70th anniversary. The brand collaborated with Arianee, a Web3 consumer engagement platform, and showcased digital artwork by 3D artist Antoni Tudisco.
The Collective Concept
The concept of the campaign aligns with Moncler’s “Art of Genius” show, which involved collaborations with various brands in fashion, music, and motoring. These collaborations included Adidas Originals, Pharrell Williams, Salehe Bembury, Roc Nation, and Mercedes Benz.
Availability
The physical collection of Moncler x Adidas Originals apparel and footwear will be available on both brands’ websites starting from October 4, and in selected stores the following day.
Hot Take: Moncler Pushes Boundaries with AI and NFTs
Moncler’s “The Art of Explorers” campaign showcases the brand’s innovative approach to fashion collaborations. By incorporating AI-generated adventurers and NFTs into the campaign, Moncler pushes boundaries and explores new possibilities in the luxury fashion industry. The immersive digital experience and limited edition NFT collection add an element of exclusivity for consumers. This campaign demonstrates Moncler’s willingness to embrace technology and engage with the growing Web3 community. It will be interesting to see how this collaboration with Adidas Originals resonates with consumers and collectors alike.
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