Welcome back to Now Runway, where we report to you from the frontlines of the digital fashion and luxury revolution. Today, you find us in Geneva, where the sun is setting across our mountain view, making it finally chilly enough to wear the season’s newest outerwear. This has been an especially interesting week as several iconic and legacy brands have splashed into the digital fashion and luxury space. Earlier this week, we reported on Diesel’s launch of Vert, a timepiece collection that is part of their ongoing Metamorph project. Read on to see what else you missed this week, including a new partnership between Marvel and Christian Louboutin and a continued collaboration with adidas Originals and Moncler.
Marvel x Christian Louboutin
Marvel, the mastermind behind X-Men and Spider-Man, and Christian Louboutin, the luxury shoe designer known for painting the bottoms of his shoes red, announce a collaboration to commemorate Disney’s monumental 100-year legacy. Under the banner of the Disney100, the partnership reveals an exclusive, limited-edition footwear and accessories collection. The capsule collection is a blend of high fashion and the Marvel Universe, marking the debut of acclaimed global fashion designer Christian Louboutin as a Super Hero.
The collection features a reinterpretation of some of the Maison’s most iconic designs, adorned with lavish details such as vibrant rhinestones, luxurious scales, and finishes reminiscent of armor. Every piece has been meticulously handcrafted down to the finest detail, resulting in a line of highly sought-after collector pieces.
In addition to the physical collection, the collaboration introduces digital collectibles and welcomes its audience to the Loubiuniverse. The digital collectibles include the ‘Special Edition Sea Warrior, available only to holders who have a physical piece from the collection as well as the ‘Secret Rare Sea Queen’, available only to those who have attended the launch events. The digital collection is hosted by VeVe, a platform for collectors to bring premium licensed digital collectibles to the mass market.
adidas Originals x Moncler
Moncler and adidas Originals unveil a new collection, designed to inspire exploration and push the boundaries of collaborative creation. This collection is a tribute to the journey from mountain peaks to urban landscapes, aptly named “The Art of Explorers.” The campaign focuses on the spirit of exploration, a core value shared by both brands, featuring explorers as the central figures.
Initially, the explorer is depicted through AI-generated characters, evolving into unique mixed-media sculptures. This innovative, creative exploration transcends physical confines, introducing an immersive digital platform on moncler.com. Drawing from the collection’s design themes, this distinctive online space offers exclusive products. It showcases collection details via a digital gallery reminiscent of the vibrant city streets that hosted “The Art of Genius” show earlier this year.
This digital journey integrates sound, video, and 3D animation, plunging visitors into a cityscape where exclusive products and 3D artworks are unveiled gradually. Visitors can purchase the collection through digital billboards. A limited-edition artistic interpretation of the Moncler x adidas Originals NMD boot, reimagined for the digital realm, has been created as an NFT accessible via the moncler.com platform and the adidas Confirmed app.