Repositioning moncler in the luxury footwear space
Fashion industry giant Moncler is dialing up their footwear proposition to help accelerate the brand towards a new luxury positioning; one that continues to invigorate loyal followers of the brand and invites new fans into their world.
We know that successful footwear launches depend on the uptake and continued advocacy of the cultural consumer. For the launch of Moncler’s Trail Grip, we envisioned a community first approach to explore the story of utilitarian luxury to establish Moncler as a significant player in the footwear space.
To take the story from 50 pioneers, to 50m customers we began with Studio Ascenti: a multi-sensorial exhibition in Milan inviting core talent from the worlds of music, art, and fashion to begin crafting the story of the Trail Grip silhouette. The space doubled as our creative studio where we produced a global campaign launched across Moncler and Highsnobiety channels.
A repeatable release blueprint that explores the story of Utilitarian Luxury for the launch of Moncler footwear silhouettes for years to come.