If Moncler hadn't already been crowned king of collaborative innovation, then it sure has now. Presented at Olympia London at the star-packed February 20 event during London Fashion Week, the puffer jacket trailblazer presented collaborative Genius Fall 2023 projects with Alicia Keys, Palm Angels, Rick Owens, Mercedes-Benz, Pharrell Williams, Salehe Bembury, Jay Z's Roc Nation, and more.
The Italian luxury brand has proven the sculptural possibilities of the puffer, and that a dazzling brand identity can morph into any format.
This week, we zero in on Moncler x Mercedes-Benz, which debuted at the London exhibition, as well as other London hits such as Mowalola x Timberland and the finale of Raf Simons x Fred Perry.
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Raf Simons x Fred Perry#
Date
February 21
Verdict
With the Belgian fashion designer's eponymous label closing, this marks the last ever Raf Simons x Fred Perry collection. The partnership started in 2008, and has since been recognized for celebrating niche pockets of British style. Shot by British photographer Ewen Spencer, the campaign features the performance of British punk band Kid Kapichi, with all four members wearing pieces from the collection. The artists have just 187,000 monthly listeners on Spotify, reflecting their place in UK subculture. The collection's graphics are all taken from American and British record covers from the late 1970s.
It's difficult to measure the success of such a collaboration, but the duration of time these two have been teaming up suggests strong sales. The shared consumer interests of both brands makes it a reliable, durable pairing that others can learn from.
Mowalola x Timberland#
Date
February 18
Verdict
In comparison to the Mowalola x Bratz and New Balance releases, the Timberlands haven't yet garnered as many mentions across global social media. That said, American rapper Rico Nasty walking in the show wearing said Timberlands did attract some attention — the artist posted a TikTok which is currently at 23,500 views, as well as an Instagram post to her 1.9 million followers.
Back to the actual footwear: This could be Timberland's chance to be resurrected, seeing as Mowalola has such a cult fanbase. The young Nigerian designer has become a tastemaker among Generation Z. In addition to having such a distinct aesthetic, the creative director has a fanbase that consists of trendsetters across the arts, which is crucial for newer brands to grow.
Moncler x Mercedes-Benz#
Date
February 2023
Verdict
Mercedes-Benz's G-Class vehicle has received a Moncler makeover, kitted out in a puffer-inspired roof and wheels. The luxury car brand extends beyond its core offering to build cultural capital and maintain esteem as an artistic innovator. Unveiled at the star-studded London event on February 20, the "sculpture on wheels" became a main feature, among other collaborative installations by the likes of Rick Owens and Palm Angels.
Assisted by the performances of Alicia Keys and Little Simz at the event — which was also frequented by A-listers like Justin Bieber, Pharrell Williams, and Naomi Campbell — the art piece has gone viral. The official tweet by Moncler has 45,700 impressions. Over on Mercedes-Benz USA's account, impressions reached 47,000 on one post. On Weibo, the hashtag has been read by 37,000 netizens on the day of writing this alone. Of course, it's expected that the tie-up would be discussed across all major publications, given that Mercedes-Benz has 36.6 million followers on Instagram and Moncler has 5.2 million. The reach is insane, and the piece is so well executed. An exemplary collab.