MANIFESTO

#63

CHANGE OF SPACE

THE EXALTATION OF CO-CREATION

2023.10.05

Text by Lucrezia Sgualdino

MONCLER X ADIDAS ORIGINALS

 

The collaboration born from the union of the two brands speaks of a transversal vision, expanding from the mountains to the city. The concepts of exploration and inspiration dialogue in a narrative that enhances their values.

The Art of Explorer is the narrative that directly addresses the people, the explorers, making them the absolute protagonists with their adventures and exploits. The journey conceived starts from the highest peaks, and goes all the way to the most populated urban areas, the mountain is the heart of Moncler, while the metropolitan dimension is the idea behind the experimentation of adidas Originals. What is presented is a selection of modern and innovative garments, an intrinsic proposition of functionality and design. The DNA of the two brands also returns within the slogan decided for the campaign, “Where Originality Meets Extraordinary”. The first brand has always combined technological research with style, a careful study related to mountain activities, while the sports know-how of adidas gave birth in 2001 to the lifestyle brand called Originals, capable of interpreting originality and courage, sport and fashion, comfort and innovation. The pivotal element of the collaboration is precisely the concept of exchange and intersection between the realities that these two brands represent, relating the natural and urban landscapes.

The collection, on sale starting from today, consists of short and long down jackets, padded jackets and vests with matching shorts and waterproof footwear. Gloves, socks and ski goggles are presented in bright colours, alternating with garments in grey and light blue, off-white and dark green tones. The technique of soft but well-defined quilting appears on every element, along with jacquards and prints of various kinds. Shoes are revisited in a Moncler way, the NMD in GORE-TEX with bubble-effect stitching, a detail that also characterises the Campus. Even in the more technical and practical aspects of the realisation, attention to design and functionality come together. The Art of Genius event held in London during the February LFW unveiled the collaboration for the first time and the Moncler’s continued willingness to work alongside artists from different fields, who were invited for the occasion to create human-looking figures that echoed the garments in the collection itself. These include sculptor and set designer Gary Card, who creates dreamlike worlds with color and humor; painter and illustrator Ibby Njoya experiments in altering reality into new settings; costume designer Kate Tabor works through an incredible knowledge of materials, make-up artist Isamaya Ffrench, who recognises make-up as a wearable art form, hair stylist Shiori Takahashi, fashion stylist Ai Kamoshita focuses her attention on proportion and layering, and photographer Hanna Moon, whose practice reaches the traditional as much as the contemporary.

The creative and research path behind the project, in addition to presenting the physical experience of the garment collection, is also reflected in the digital dimension of augmented reality. The products are unveiled exclusively through a digital gallery that captures the London metropolitan context in which the February event was set. Specifically, an NFT of the Moncler x adidas Originals NMD boot is created and is available on this platform and on the adidas Confirmed app, transporting the silhouette into the digital world as well. The images are the focus of the work, the truest and most real explosion of innovation and creativity, the main definition of the original meeting the extraordinary.

 

Discover more on moncler.com.

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