In anticipation of its forthcoming partnership with Adidas Originals, the upscale outerwear label Moncler is launching a fresh campaign named "Exploration Artistry." This initiative combines "AI-crafted explorers" with diverse media art pieces, complemented by a captivating online journey and an exclusive series of NFTs.

Moncler invited artists from various fields to sculpt representations of explorers, taking cues from the collection's designs. This jointly developed campaign is a progression from Moncler's "Genius Artistry" event, held in London this past February, where the Adidas collaboration was first introduced.

Artworks by Gary Card, Ibby Njoya, and Kate Tabor are showcased alongside individuals donning outfits from the joint collection. The nature of the individuals in the images, whether AI-produced or real people, remains ambiguous; Decrypt reached out to the involved firms for details but hasn't received an immediate answer.

Ai Kamoshita's curated styles are complemented by makeup and adornments crafted by makeup guru Isamaya Ffrench, with hair designs by Shirori Takahashi. The sculptural visuals were captured by lenswoman Hanna Moon. Sculptor and set visionary Gary Card described his creation as both "clumsy and commanding," so when juxtaposed, it appeared as a "warped reflection of the Moncler aesthetic."

Isamaya Ffrench elaborated, “The campaign's essence was to craft avatars mirroring the attire from the ensemble.” She utilized clear plastic masks shaped by vacuum, spray-painted hues, and shimmering elements to manifest the designs' forms, shades, and textures.

Takahashi detailed her approach, noting she treated each hairstyle distinctively, emphasizing form, feel, and hue to accentuate every avatar's singularity. Her objective was to bridge the tangible realm with the AI dimension through these styles.

The digital journey's setting, accessible via Moncler's online portal, evokes the luminous urban scenes that were a hallmark of the "Art of Genius" exhibition.

Image: Adidas/Moncler

Per the announcement, it integrates "audio, visuals, and 3D graphics," and offers "exclusive items" that guests can acquire "through electronic displays."

The special NFT assortment showcases the Moncler x Adidas Originals NMD partnership boot and will be accessible on the previously mentioned interactive platform as well as the Adidas Confirmed application.

In October 2022, Moncler ventured into the Web3 realm to commemorate its 70th milestone. The brand unveiled 1,070 NFTs inspired by its iconic Maya jacket. These digital tokens, a collaboration with the Web3 user engagement platform Arianee, showcased digital designs by 3D illustrator Antoni Tudisco.

Adidas Launches Residency for NFT Creators, Eyeing Tangible Collaborations The overarching theme of the campaign resonates with Moncler's "Art of Genius" exhibition, which saw a myriad of partnerships spanning various sectors like fashion, music, and automotive. Collaborators encompassed Adidas Originals, artist and designer Pharrell Williams, creative Salehe Bembury, Jay-Z's entertainment enterprise Roc Nation, and automotive giant Mercedes Benz.

In February, coinciding with its London exhibition, Moncler and Adidas collaborated with Maison Meta and the creative firm WeSayHi to craft an AI-driven campaign showcasing standout designs from their joint efforts.