Moncler’s new strategy of linking up with artists and other creatives has kicked off this week with the launch of one of its key collabs — with music star Alicia Keys.
The company said the new Moncler x Alicia Keys collection “transports us to a place where dreams are made” and was “inspired by New York but made for a world stage”.
The designs are intended to “capture the city’s energy, swagger, and hopeful optimism through baggy ’90s silhouettes and bold colorways”.
It mixes both “feminine and masculine influences for an androgynous, effortlessly gender-neutral collection”.
The streetwear links are clear in the collection that offers “strong, ebullient hues such as green, red and Alicia’s signature purple pop in deliberately oversized trackwear silhouettes, accessorised with nylon bucket hats, cropped halter tops and shrunken tees”. It’s clearly targeting a young luxury consumer.
Meanwhile the first supporting campaign features imagery shot by Ibrahem Hasan, that spotlights the New York inspiration with a backdrop of the instantly recognisable skyline. Including Keys, it stars “a poet, a musician, an actress, and a singer-songwriter… New Yorkers who are ready to make their mark”.
The second campaign by photographer Laura Jane Coulson “hones in on Alicia’s personality and character in a series of candid and colorful portraits that introduce us to Alicia Keys: the designer”.
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