How can an icon become more iconic? Uncovering the Moon Boot’s revival
When Moon Boot first hit the scene back in 1969, courtesy of the visionary Italian footwear entrepreneur Giancarlo Zanatta, who drew inspiration from astronaut’s lunar boots, little did the world know it was about to witness the birth of an instant classic. Fast forward to the Seventies, and Moon Boot found itself gracing the feet of A-list celebrities, becoming the ‘it’ snow accessory. The chunky, oversized boot wasn’t just footwear; it was a statement.
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But don’t think Moon Boot is stuck in a bygone era. This winter wonder is making a comeback of epic proportions with today’s style icons like Dua Lipa, Rihanna, Iris Apatow, and Hailey Bieber. And it’s not just a revival; it’s a reinvention. Limited editions, including après-ski boots born from collaborations with the likes of Chloé, Alanui, Gucci Vault, Palm Angels, and the Korean concept store Casestudy have thrust Moon Boot back into the spotlight.
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Moon Boot also achieved immortal glory. In 2000, it was exhibited at the Louvre Museum in Paris among the 100 symbols of 20th-century design, and it officially became part of the permanent gallery at the Museum of Modern Art in New York in 2018. How about the years to come? Looking ahead, maintaining iconic status is not easy, especially with the rapid turnover of trends that elevate and sink many brands within the span of a single season.
“We were the perfect brand for Y2K, but we don’t want to be too closely associated with a trend because there is a risk of becoming a fad. And when that trend is over, the brand could be over,” Moon Boot general manager Mirko Massignan told Business of Fashion’s Diana Pearl.
When he arrived in 2021 to breathe new life into the brand, Massignan went straight for unconventional marketing strategies and collaborations in order to appeal to customers and be relevant again.
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“Massignan set out to overhaul the image of the brand, starting a new marketing department led by head of marketing Allegra Benini,” reported Diana Pearl for BoF. “Benini nixed the ‘super polished’ ski girl motif and replaced it with a number of campaigns featuring the Moon Boot styled with streetwear and shown in unexpected locations, such as a backyard pool in Los Angeles or on the streets of London.” With her trained eye in fashion publishing, Benini has the expertise to revamp the Moon Boot legacy, infusing the brand’s imagery with a contemporary appeal. In her twenties, she held the position of Market Editor at L’Officiel Italia and served as Head of Content Experience at L’Officiel Global (France, Italy, and the US).
In 2022, Allegra Benini told Vanity Fair Italia that she believes brands can engage customers as part of a project. It marks a change in perspective from the “attention economy” to a more engaging and inclusive approach to marketing strategy.
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In the rapidly changing world of contemporary fashion, how has Moon Boot kept its legacy kicking for over half a century? If you’re curious about the enduring allure of Moon Boot, we’ve got you covered. Read on for a peek into the secrets that make Moon Boot a timeless brand.
Navigating Timelessness: Moon Boot’s Journey from Snow to Fashion
Moon Boot emerged in 1969 as a trailblazer in its product category, introducing the first ambidextrous, multi-sizing, and genderless snow footwear.
Acknowledged as an icon in the design world, it now holds a permanent place in prestigious exhibitions at the MoMA Museum in New York and the Triennale in Milan.
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Initially, Moon Boot was not positioned as a fashion brand. Instead, it found widespread popularity within the winter sports market, which allowed the brand to naturally become part of the cultural identity of the après-ski community, particularly in the Alpine regions of Europe.
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In the early years of the 2020s, Moon Boot underwent a change in management, deciding to pivot its strategy towards the fashion industry. As footwear fashion trends became more inclusive, embracing sports brands and functionality, Moon Boot was poised to bolster its branding efforts and extend its strategy into the fashion industry.
In the early years of the 2020s, Moon Boot was ready to build upon its branding and extend its strategy towards the fashion industry
The current challenge faced by Moon Boot is to avoid overusing the iconic boot’s image while leveraging its recognisability to expand into the broader footwear category without losing its influence.
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Propelling Moon Boot into the Future: Elevating the Brand Through Stylish Collaborations
In the relentless pursuit of remarkable milestones, Moon Boot’s strategic collaborations with various brands have emerged as pivotal chapters in the brand’s narrative. The question that arises is: how influential are these partnerships in shaping Moon Boot’s identity and positioning in today’s dynamic landscape?
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Diversifying their collaborative portfolio with fashion labels is a tactic for untapped market penetration, as well as a deliberate move to expand Moon Boot’s influence to new territories. Teaming up with established names, such as the streetwear powerhouse Palm Angels and the sneakerhead-favourite website Highsnobiety, has empowered Moon Boot to leverage their expertise. The outcome? Successful marketing campaigns that are finely tuned to resonate with specific target audiences.
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Beyond the realm of market expansion, Moon Boot’s strategic brand collaborations serve as conduits to connect with fresh communities—be it subcultures or niche groups. Aligning with respected labels in these spheres isn’t just about tapping into existing networks; it’s about establishing Moon Boot as a trustworthy presence.
Moreover, these collaborations aren’t just about expanding horizons but serve as catalysts for innovation. While staying true to its identity, Moon Boot utilises these partnerships as creative laboratories. The result is a collection of products that are cutting-edge while seamlessly aligning with the brand’s hallmark standards of quality and style.
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Such collaborations can be a win-win when guided without compromising the identity of all the brands involved, driven by strategic objectives rather than purely advertising. For instance, the 8 Moncler Palm Angels x Moon Boot collection was designed to resonate with today’s young community that follows hyped trends, providing a unisex styling to the boots while staying true to their essence.
However, the success of these business alliances hinges on several factors. What makes them effective? How are they executed, and do they consistently generate profits or pose risks? Success lies in a clear purpose, a well-orchestrated marketing plan, and effective coordination. This involves establishing Key Performance Indicators (KPIs) for each brand and aligning them with the overall goals of the collaboration. While some brands may be willing to take significant risks, it is crucial to ensure that these risks align with the overarching strategy and objectives of the partnership.
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To sum up, collaborations at Moon Boot aren’t solely about sales; they represent a strategic blend of creativity, community engagement, and revenue. It could be said that they serve 30% for differentiating the product and injecting creativity, 50% for broadening the community and aligning with current trends, and 20% for generating sales revenue. A perfect formula to propel Moon Boot into the future.
The original version of this article was featured in the first issue of Six6 magazine (Milan, June 2023), a school project created by Istituto Marangoni student Lucie Scholles as its editor-in-chief.
Lucie Scholles
Fashion Management, Digital Communication and Media student, Milan