To underline the announcement of its upcoming collaboration with Adidas Originals, luxury outerwear brand Moncler is unveiling a new campaign entitled ‘The Art of Explorers’. The campaign combines ‘AI-generated adventurers’ with mixed media sculptures, alongside an immersive digital experience and a limited-edition collection NFTs.
Moncler challenged multidisciplinary artists to create sculptures of explorers inspired by the looks in the collection. The co-created campaign represents an evolution of Moncler’s ‘Art of Genius’ show, which took place in London in February and first unveiled the collaboration with Adidas.
The sculptures of Gary Card, Ibby Njoya and Kate Tabor are on display together with sporty human looks from the joint collection. It is unclear whether the people in the photos are AI-generated people or real people; Declutter asked the companies for clarification, but did not receive an immediate response.
To the explorers.
For those who travel across borders
To a place where originality comes together in an extraordinary way
To @Moncler x adidas Originals. pic.twitter.com/ympZIcPY7X— adidas Originals (@adidasoriginals) October 2, 2023
Ai Kamoshita’s looks also included makeup and accessories by makeup artist Isamaya Ffrench and hair by Shirori Takahashi. The images of the sculptures were taken by photographer Hanna Moon. Sculptor and set designer Gary Card said he made his figure “unwieldy yet imposing,” so “when they stood side by side it would feel like” a distorted mirror version of the Moncler look.
“The whole concept of the campaign was to create avatars inspired by the clothes in the collection,” said Isamaya Ffrench. “The shapes, colors and textures were created using clear plastic vacuum-formed masks, airbrushed colors and reflective materials.”
Takahashi explained that she “approached each hair look individually, focusing on shapes, texture and colors to bring out the unique character of each avatar.” The goal, she said, was to create a look “that connected the real world and the AI world.”
The backdrop of the immersive digital experience, set on Moncler’s website, is reminiscent of the brightly lit urban streetscape seen in the ‘Art of Genius’ show.
Image: Adidas/Moncler
According to a statement, it will include “sound, video and 3D animation” and will “unlock exclusive products” that visitors can purchase “through digital billboards.”
The limited edition NFT collection features the Moncler x Adidas Originals NMD collaboration boot and will be available via the aforementioned immersive platform and the Adidas Confirmed app.
ALTS – get ready to explore
Where originality and extraordinary meet, there is a surprise to be discovered. From October 4.
What could it be?
@Moncler @adidasoriginals pic.twitter.com/MLF6udn4ez
— ALTS by adidas (@altsbyadidas) October 2, 2023
Moncler came in Web3 space in October 2022 on the occasion of his 70th birthday. It released 1,070 NFTs that featured the signature Maya jacket. The collectibles, a collaboration with Web3 consumer engagement platform Arianee, feature digital artwork by 3D artist Antoni Tudisco.
Adidas creates residency for NFT artists with plans for physical collaborations
The collective concept of the campaign parallels Moncler’s ‘Art of Genius’ show, which featured multiple collaborations with a wide range of brands across fashion, music and motoring. These include Adidas Originals, musician and designer Pharrell Williams, designer Salehe Bembury, Jay-Z’s entertainment outfit Roc Nation and Mercedes Benz.
In February, around the London show, Moncler and Adidas enlisted Maison Meta and creative agency WeSayHi to produce an AI-generated campaign to spotlight the hero looks (above) from the collaborations.
The physical collection of Moncler x Adidas Originals clothing and shoes will be available on both brands’ websites from October 4, and in select stores the following day.