BEYOND EXPLORATION

BEYOND EXPLORATION

THE VIRTUAL DANCE BATTLE

After launching its first ever menswear collection, complete with virtual avatar, Monnier Frères has taken inspiration from gaming for the release of its Autumn/Winter 21 edit, as the lines between the real and virtual worlds become increasingly blurred.

Inspired by social media and TikTok challenges, this new opus from the Play With Monnier Frères campaign, directed by Audrey Mascina and immortalised by photographer Mélie Hirtz, takes us from one world to another, from the real to the virtual.

Our virtual heroes embark on a daring dance battle in which the avatars choreograph their movements around their accessories, transformed into weapons.

The new season is also the perfect opportunity to reveal the new Monnier Frères branding and continue to affirm its unique positioning: where Fashion meets Tech.

#PlayWithMonnierFreres #DanceWithMonnier #Gaming

After launching its first ever menswear collection, complete with virtual avatar, Monnier Frères has taken inspiration from gaming for the release of its Autumn/Winter 21 edit, as the lines between the real and virtual worlds become increasingly blurred.

Inspired by social media and TikTok challenges, this new opus from the Play With Monnier Frères campaign, directed by Audrey Mascina and immortalised by photographer Mélie Hirtz, takes us from one world to another, from the real to the virtual.

Our virtual heroes embark on a daring dance battle in which the avatars choreograph their movements around their accessories, transformed into weapons.

The new season is also the perfect opportunity to reveal the new Monnier Frères branding and continue to affirm its unique positioning: where Fashion meets Tech.

#PlayWithMonnierFreres #DanceWithMonnier #Gaming

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THE MONNIER AVATAR

Monnier Frères recently gave birth to its irresistible hybrid model, a futuristic-looking avatar designed in augmented reality. Introduced during a live shopping event dedicated to the launch of our menswear range, this innovative tool is the perfect way for Monnier Frères to assert its high-tech and avant-garde approach.

Directly inspired by the world 2.0 in which we live and work, "M Brother" is the fresh and futuristic face of Monnier, supporting its community in phygital mode. Much more than a simple communication tool, it is an effective after-sales assistant as well as a digital personal shopper at various live shopping events.

The Monnier avatar was designed in partnership with Swipe Back.

After launching its first ever menswear collection, complete with virtual avatar, Monnier Frères has taken inspiration from gaming for the release of its Autumn/Winter 21 edit, as the lines between the real and virtual worlds become increasingly blurred.

Inspired by social media and TikTok challenges, this new opus from the Play With Monnier Frères campaign, directed by Audrey Mascina and immortalised by photographer Mélie Hirtz, takes us from one world to another, from the real to the virtual.

Our virtual heroes embark on a daring dance battle in which the avatars choreograph their movements around their accessories, transformed into weapons.

The new season is also the perfect opportunity to reveal the new Monnier Frères branding and continue to affirm its unique positioning: where Fashion meets Tech.

#PlayWithMonnierFreres #DanceWithMonnier #Gaming

About Audrey Mascina 

Her past as a dancer and musician have yielded a passionate and singular sense of staging; a memory of sensations that fuels her visual writing in a very physical, choreographic and immersive way. Audrey Mascina has written and directed films for Devialet, Lancôme, Cartier, YSL Beauté, L'Oréal, Helena Rubinstein, Repetto and more.

More about her

About Melie Hirtz

Meli is a young photographer who very quickly found herself immersed in the world of fashion, first in front of the camera - as a muse for American Apparel, among others - before quickly realising that she prefers life behind the lens. Mélie loves dance and the grace of bodies. She shoots for many magazines such as Numéro Magazine, Shon and Duel, as well as for fashion brands.

More about her

About Audrey Mascina 

Her past as a dancer and musician have yielded a passionate and singular sense of staging; a memory of sensations that fuels her visual writing in a very physical, choreographic and immersive way. Audrey Mascina has written and directed films for Devialet, Lancôme, Cartier, YSL Beauté, L'Oréal, Helena Rubinstein, Repetto and more.

More about her

About Melie Hirtz

Meli is a young photographer who very quickly found herself immersed in the world of fashion, first in front of the camera - as a muse for American Apparel, among others - before quickly realising that she prefers life behind the lens. Mélie loves dance and the grace of bodies. She shoots for many magazines such as Numéro Magazine, Shön! and Duel, as well as for fashion brands.

More about her

AGENCY & PRODUCTION 

CREATIVE AGENCY : HANI 
PRODUCTION : ENTÊTE - Under the supervision of Adrien SAMMUT and Thibault KUNZ 
 
 

TALENTS

DIRECTOR : Audrey Mascina - PHOTOGRAPHER : Mélie Hirtz (Hatomic)
STYLIST : Garlone Jadoul - HAIR & MAKE-UP : Cyril Laine  (Saint Germain Agency)
CASTING : Manon Sassy- MONTAGE : Mathieu Sauer - CALIBRATION : Lydia Lopez
GRAPHIC LAYERS : Patryk Kaplita - VFX : ARGO
 
 

STYLING CREDITS

8IGB Community Clothing, Acne Studios, Antonia Schreiter, Balmain, Chaumont Paris, Coperni, Déborah L Brand, Julia Heuer, Leo Official, Lueder,
Materiel Tbilisi, MRN, Puma, Rombaut, Sanda Simona, Stand Studio, Stella McCartney, Sud Ism, Tennessy Thoreson, Weinsanto, XUMU...

AGENCY & PRODUCTION 

CREATIVE AGENCY : HANI 
PRODUCTION : ENTÊTE - Under the supervision of Adrien SAMMUT and Thibault KUNZ 
 
 

TALENTS

DIRECTOR : Audrey Mascina - PHOTOGRAPHER : Mélie Hirtz (Hatomic)
STYLIST : Garlone Jadoul - HAIR & MAKE-UP : Cyril Laine  (Saint Germain Agency)
CASTING : Manon Sassy- MONTAGE : Mathieu Sauer - CALIBRATION : Lydia Lopez
GRAPHIC LAYERS : Patryk Kaplita - VFX : ARGO
 
 

STYLING CREDITS

Acne Studios, Antonia Schreiter, Balmain, Chaumont Paris, Coperni, Déborah L Brand,
Julia Heuer, Leo Official, Lueder,Materiel Tbilisi, MRN, Puma, Rombaut, Sanda Simona,
Stand Studio, Sud Ism, Tennessy Thoreson, Weinsanto, XUMU.