Italian luxury outerwear label, Moncler, is set to reveal its new collection in collaboration with Adidas Originals on 4th October. They’ve introduced a fresh campaign titled ‘The Art of Explorers’ to celebrate this partnership. This innovative campaign combines ‘AI-generated adventurers’ with mixed media sculptures, offering an immersive digital experience and an exclusive collection of NFTs. Moncler invited versatile artists to craft sculptures of explorers inspired by the collection’s aesthetics. This co-created campaign signifies a progression from Moncler’s previous ‘Art of Genius’ exhibition held in February 2023 in London, where the collaboration with Adidas was first unveiled. During this event, Moncler and Adidas collaborated with Maison Meta and creative agency WeSayHi to develop an AI-generated campaign showcasing standout apparel from the collaboration.
The digital campaign introduces avatars crafted by modern designers, drawing inspiration from the collection’s garments. Sculptures by well-known designers Gary Card, Ibby Njoya, and Kate Tabor are showcased alongside real individuals dressed in styles from this collaborative collection. These looks are carefully styled by Ai Kamoshita, with makeup and accessories curated by Isamaya Ffrench.
Gary Card, the sculptor and set designer, aimed to craft his figure as ‘lumbering yet imposing,’ to create a visual effect where they appear as a ‘distorted mirror version of the Moncler look’ when standing side by side.
The campaign video seamlessly integrates sound, video, and 3D animation, providing viewers access to exclusive products, which can be purchased through digital billboards. The limited-edition NFT collection encompasses the Moncler x Adidas Originals collaboration and will be accessible through the immersive platform and the Adidas Confirmed app.
Moncler made its foray into the Web3 realm in October 2022 to commemorate its 70th anniversary. They released 1,070 NFTs inspired by their iconic Maya jacket in collaboration with the Web3 consumer engagement platform, Arianee, featuring digital artwork by 3D artist Antoni Tudisco. Moncler’s ‘Art of Genius’ show involved extensive collaborations with various brands spanning fashion, music, and motoring, including Adidas Originals, designer Pharrell Williams, designer Salehe Bembury, Jay-Z’s entertainment entity Roc Nation, and Mercedes Benz.
