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Moncler explores emotional intelligence with Sophia the Robot

Moncler - "Emotional Intelligence"
Moncler – “Emotional Intelligence”

Moncler has enlisted Sophia the Robot to launch a digital campaign exploring the relationship between man and machine.

The campaign, which was developed by the New York Times’ creative agency T Brand Studio, promotes the label’s newest collection under the Genius line, this time by Japanese designer Kei Ninomiya. In the short film, Sophia is accompanied by actress and musician Ryan Destiny in a garden, exploring the definition of friendship.

“Sophia’s presence catalyzes new questions about the future of the social zeitgeist,” reads the accompanying copy. “In a new age of art and technology, will A.I. beings — all far more advanced than Sophia — become our friends? Will they develop their own capacity for thought and free will?”

The choice of Sophia comes down to not only its realistic features, but how it was conceived in the first place: the robot has been developed to portray emotions and warmth, not too dissimilar from a real human.

Moreover, the man versus machine theme is particularly relevant to Ninomiya’s collection as its clothing merge traditional origami traditions with futuristic designs, thus converging craft and technology.

The short ad campaign is available to watch on Moncler.com and through paid advertising on Instagram Stories.

This is Moncler’s sixth iteration of the Genius line, which takes inspiration from the ‘drop’ model made popular by streetwear labels, where merchandise is released on a recurring basis, rather than the traditional seasonal retail model. In following suit, the Italian brand hopes to engage with a younger generation who has become accustomed with having faster and more differentiated access to fashion.

As for Sophia the Robot, the humanoid has quickly catapulted into pop culture for its extensive coverage across TV and print. Earlier this year, it graced the cover of UK-based Stylist magazine, which dedicated an entire issue to machines. In June, TheCurrent’s founder Liz Bacelar interviewed her on stage at Impact festival in Krakow, Poland.

This month, the Italian luxury label also launched Moncler Beyond, a wider advertising initiative highlighting 19 men and women who are “pushing the limits”, including British actor John Boyega and Stranger Things star Millie Bobby Brown.

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JW Anderson turns to user-generated content for SS18

JW Anderson social media call-out for SS18 campaign advertising photographersBritish designer JW Anderson is crowdsourcing its upcoming SS18 campaign imagery from members of the public, with the slogan Your Picture/Our Future. Announced on social media, the call-out targets professional and amateur photographers aged 18 to 30.

“By asking for submissions in this way, it really feels like the right way? to find new imagery. We have taken a chance on image-makers in the past, and we decided to do it in an even bigger way now,” Jonathan Anderson, the designer, said.

The designer stresses this is a chance to give new talent a wider platform, and help the chosen photographer develop a more distinct voice. “I felt as if we were given a chance. We were all young, new and coming through together, particularly when we launched our campaigns. It felt right to give somebody else that opportunity. Fundamentally, it is about talent giving a chance to talent —this is something I really believe in.”

To select the winner, Anderson is working with Benjamin Bruno, the brand’s creative consultant, and creative studio M/M (Paris). He also has plans to curate the submissions for a show that will take place in London.

The campaign will be launched online, in select print publications and outdoor in the style of fly-posting.