Moose Knuckles
The idea that even the smallest creative decisions can have significant, transformative impacts on how a brand is perceived. Each design choice — whether it’s a color, font, or symbol — represents more than just aesthetics. It’s a purposeful act that shapes a brand’s identity, communicates values, and connects with audiences.
Turning sci-fi fascination into fashion’s next frontier.
To break through in the highly competitive Asian market, Moose Knuckles sought to create more than just noise—it aimed to ignite cultural curiosity. Sci-fi is a growing phenomenon in China, fueled by events like the World Science Fiction Convention and a strong embrace of futuristic narratives. Inspired by this cultural shift, we crafted a campaign where the future wasn’t just imagined—it landed.
The arrival of the Ghost Jacket
The campaign was built around a cinematic sci-fi narrative, featuring a mysterious spaceship approaching Earth with the Ghost Jacket, a digital collectible (NFT) that would materialize into reality. To build anticipation, sneak peeks were shared on Instagram, Twitter, and WeChat, while influencer-led organic content was posted on Little Red Book (Xiaohongshu).
Mia Kong as the Face of the Future
Fashion icon Mia Kong was unveiled as the first to wear the jacket, both physically and in the metaverse. A digital 3D avatar of Mia was created, placing her in a dystopian universe where a prism of light guided her through the digital void, symbolizing the fusion of fashion, technology, and art.
Phygital Integration: From NFT to Reality
The campaign culminated in a high-profile launch event at the Moose Knuckles store in Beijing’s SKP-S, China’s premier luxury shopping destination. The store was completely transformed to match the otherworldly aesthetic of the campaign, immersing visitors in the story of the Ghost Jacket’s arrival.
Customers who purchased the Ghost Jacket NFT were later granted the physical jacket — bridging the gap between the blockchain and real-world fashion.
The campaign culminated in a high-profile launch event at the Moose Knuckles store in Beijing’s.
SKP-S, China’s premier luxury shopping destination. The store was completely transformed to match the otherworldly aesthetic of the campaign, immersing visitors in the story of the Ghost Jacket’s arrival.
By merging science fiction, digital assets, and high fashion, Moose Knuckles set a new benchmark for luxury campaigns in China. Ghost Jacket wasn’t just a product release—it was a movement, proving that the future of fashion isn’t coming, it has already landed.
179M+ impressions
32M+ reach
25K+ interactions
Major press coverage in Hypebeast, Vogue, and top Chinese platforms
€8.5M
Media Impact Value (MIV)