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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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Editor's pick technology

Robots takeover Stylist magazine for celebratory 400th issue

Sophia the Robot robotics fashion
Sophia the Robot

UK weekly magazine, Stylist, is looking to the future in its 400th print issue by dedicating it to robotic technology.

Gracing the cover is Sophia the Robot, arguably one of the most famous faces of recent humanoid launches. Sophia stars in her own fashion editorial donning designer clothes and also answers questions on the meaning of life in the back page Q&A section.

“As technology continues to invade our lives, robots replace people at work and AI enters our homes, it’s only natural that we’re all beginning to wonder about the roles we’ll play in the future,” the Stylist team writes.

Other contributors include the Beautification make-up artist robot, which is put to the test by beauty writer Ava Welsing-Kitcher. The robot, which applies make-up on the user through a series of acrylic arms, may lack in the detail of its execution at this stage, but it speaks to a future where machines will play a major role in the development and application of beauty and personal care.

Beautification
Beautification

Welsing-Kitcher writes that L’Oréal is already in the process of using android chemists to make creams and serums, while Shiseido is rolling out robots in production lines to speed up packaging assembly. Beyond the supply chain, robots will begin to take on more customer-facing roles in beauty too, such as by engaging in retail environments.

Pushing the conversation forward on whether robots will substitute humans, Stylist also enlists Articoolo, a robot built by a team of content writers, mathematicians, marketers and computer scientists in Israel, to predict spring’s biggest fashion trends. Meanwhile as the first range of ‘companion robots’ such as Pepper begin to enter the consumer market, it investigates its potential to end social isolation and loneliness.

Aligned with the magazine’s shopping editorial approach, robot-filled wishlist pages also highlight that the technology will pervade more aspects of everyday life than previously expected.

Pepper robot companion fashion
Pepper