Maison Moonsieur is an independent fashion house in Barcelona, stuck between two worlds that refuse to sit at the same table: drag spectacle on one side, avant-garde editorial fashion on the other. This started as a Master's project at Elisava, which is also a way of saying we had room to be brave.
Year
2025
Client
Maison Monsieur
problem
Going more conceptual meant risking the exact rebellious edge that made the brand interesting in the first place. And the timing didn't help: April 2025, when AI avatars still read as a gimmick more often than not. So the real problem wasn't "should we use AI", it was how to use it as a genuine creative tool instead of a shortcut, in a way that elevated the discourse rather than cheapening it.
outcome
We created Möndal: a gender-fluid AI avatar built to embody the brand's philosophy, not to sell product. By framing everything as scientific documentation (laboratory codes, clinical observation, systematic analysis) the technology stopped being the trick and became the truth-telling device. It proved the brand's values were real. Maison Moonsieur landed where it wanted to be: a house of ideas, legitimate in avant-garde circles, finally speaking to the right room, editors, collectors, creative professionals.