Moncler Brand
Moncler And Adidas Originals’ New Collection
Luxferity, 03.10.2023
Moncler And Adidas Originals’ New Collection
Designed for exploration, Moncler and adidas Originals’ new collection pushes the boundaries of co-creation as the two iconic brands find inspiration in the journey from mountainous peaks to the city below. Moncler’s mountain birthplace meets the metropolitan base of adidas Originals as a selection of forward-thinking designs advance the notion that function creates unlimited potential for discovery. On both sides of the collaboration, function has form: adidas Originals has been changing the shape of city sportswear since 2001, and Moncler has continuously redefined innovation for exploring the great outdoors since its first mountain expedition in 1952.
The campaign, titled The Art of Explorers, turns its attention to explorers themselves. With human endeavor a core ideal of both brands, the explorer steps into the spotlight as a shared figurehead, represented first through a series of AI-generated adventurers, then through a collection of unique mixed-media sculptures. Offering nods to both brands, the campaign tagline Where Originality Meets Extraordinary speaks to Moncler’s positioning as a longstanding performance and utility innovator and adidas Originals’ enduring legacy as a champion of culture and creativity, spreading influence from an epicenter peak, to cities around the world.
Building on The Art of Genius show that first unveiled the collaboration at London Fashion Week in February, artists from diverse fields – from sculpture to costume, set design to make-up – were challenged to create human-esque explorers inspired by looks from the collection. Sculptures by Gary Card, Ibby Njoya, and Kate Tabor, alongside real-life explorers in looks styled by Ai Kamoshita, with make-up and accessories by Isamaya Ffrench, were brought to life by photographer Hanna Moon.
The groundbreaking creative exploration extends beyond a physical experience to a digital one with the introduction of a new immersive platform on moncler.com. Drawing inspiration from the collection’s summit-to-city design themes, this unique destination unlocks exclusive products and presents collection details through a digital gallery recalling the vibrant metropolitan streetscape that played host to The Art of Genius show earlier this year. This digital experience combines sound, video and 3D animation, immersing visitors in a city street where exclusive products and 3D artworks are gradually revealed, and users can purchase the collection via digital billboards. A limited-edition artistic exploration of the Moncler x adidas Originals NMD boot that evolves the silhouette for the digital context has been brought to life as an NFT that can be accessed through the platform and the adidas Confirmed app.
THE COLLECTION
Inspired by an explorative journey from the summit to the city, the new collection unveils puffers, both long and short, as well as track jackets and vests that epitomize the intersection of two identities. Signature Moncler shapes in iconic lacquered nylon are reimagined through adidas Originals details, including adi-break paneling. A mix of luminous colors recall traffic lights in greens, oranges, and reds, before oscillating between concrete-gray and sky blue, via off-white and organic dark greens. Sinuous quilting, jacquards and prints take inspiration from patterns created by skiers on snow-covered slopes.
Bold footwear grounds the looks: the NMD has been Moncler-ized and given a winter makeover in GORE-TEX, puffed up by bubble padding. The iconic Campus has also been cocooned in bubble padding for an augmented Moncler feel. Form and function meet at the intersection of outdoor mountain life and city streets: a new meeting of worlds, made for exploring.
The Moncler x adidas Originals collection will be available on moncler.com and adidas.com from October 4th, 2023 and in select Moncler and adidas stores from October 5th, 2023.
