Luxury outerwear brand Moncler is creating buzz with its upcoming collaboration with Adidas Originals. To promote the release, Moncler has launched a new campaign called “The Art of Explorers”. The campaign features “AI-generated adventurers” alongside mixed media sculptures, an immersive digital experience, and a limited edition collection of NFTs.
Moncler invited multidisciplinary artists Gary Card, Ibby Njoya, and Kate Tabor to create sculptures inspired by the looks in the collaborative collection. The campaign builds upon Moncler’s previous “Art of Genius” show in London, which first showcased the collaboration with Adidas.
The sculptures by Card, Njoya, and Tabor are presented alongside real humans wearing the collection’s looks. It is unclear whether the individuals in the photos are AI-generated or actual people. Moncler and Adidas have yet to clarify this detail.
The looks styled by Ai Kamoshita incorporate makeup and accessories by makeup artist Isamaya Ffrench and hair by Shirori Takahashi. Photographer Hanna Moon captured the images of the sculptures. Card, the sculptor and set designer, described his figure as “lumbering yet imposing,” envisioning a distorted mirror version of the Moncler look when they stand side by side.
Ffrench explained that the concept of the campaign was to create avatars inspired by the clothes from the collection using transparent plastic vacuum-formed masks, airbrushed colors, and reflective materials. Takahashi approached each hair look individually, focusing on shapes, textures, and colors to bridge the gap between the real world and the AI world.
The immersive digital experience unfolds on the Moncler website and features sound, video, and 3D animation. It takes inspiration from the brightly lit metropolitan streetscape of the “Art of Genius” show and allows visitors to unlock exclusive products via digital billboards.
The campaign also includes a limited-edition NFT collection featuring the Moncler x Adidas Originals NMD collaboration boot. The NFTs will be available through the immersive platform and the Adidas Confirmed app.
This is not Moncler’s first venture into the Web3 space. In October 2022, to mark its 70th anniversary, the brand released 1,070 NFTs inspired by its signature Maya jacket in collaboration with Web3 consumer engagement platform Arianee.
“The Art of Explorers” campaign aligns with the collective concept of Moncler’s “Art of Genius” show, which involved collaborations with various brands across fashion, music, and motoring. These collaborations included Adidas Originals, Pharrell Williams, Salehe Bembury, Roc Nation, and Mercedes Benz.
The physical collection of Moncler x Adidas Originals apparel and footwear will be available for purchase on both brands’ websites starting from October 4, followed by select stores the next day.