For Autumn / Winter 2023, German luxury fashion house MCM honors its heritage with an advertising and digital content campaign showcasing iconic house codes and signature styles, featuring iconic supermodel, Cindy Crawford, photographed by Juergen Teller.
Produced in collaboration with legendary creative director Fabien Baron of Baron & Baron, the campaign presents a youthful mood and an unapologetic attitude, depicting the iconic supermodel cradling the brand’s latest Mode Travia crossbody in sumptuous leather, lounging against an assortment of MCM’s most iconic caramel-hued silhouettes – the backpack, the shopper, the shoulder bag, the Boston bag, the crossbody and the tote – in the brand’s unmistakable logo, composed of its laurel and diamond design codes which comprise its quintessential monogram and visual signature, the Cognac Visetos. The campaign links MCM’s past with its present—with subtle references to MCM’s 1996 campaign that also featured Cindy, shot by the late great Herb Ritts. Juergen Teller brilliantly captures MCM’s seasonless, ageless and genderless spirit, all of which embody the zeitgeist of the brand.
‘It was nostalgic for me to travel back in time with MCM from our first photoshoot in the 90’s with my dear friend, Herb Ritts. Their classic bags remain timeless.’ Cindy Crawford
Born from a spirit of innovation with a rule-breaking attitude that defined Munich in the late 1970’s, the brand embodied L’enfant terrible, independently crafting the ultimate accessories for the newly influential and unapologetically luxurious jet-set consumer that raised MCM’s popularity on the global stage.
‘It was an honor to capture the new L’enfant terrible ethos with two incredible collaborators. First with a long-time friend that I have admired and enjoyed working with over several years – Cindy Crawford. Working with her is working with a true professional, and I appreciate the tenacity and knowledge she brings to any project. Secondly, Juergen Teller a true artist that brings an undeniably unique and infamous perspective to his work. Together we were able to create imagery that will mark the start of a new era for MCM.’ Fabien Baron
‘This new campaign is an important next step in our repositioning with a new brand direction which we first introduced at Milan Fashion Week this past June. With Cindy, we celebrate the classic heritage codes that helped to define us. Going forward, you will see MCM introduce a new and refreshed lifestyle assortment of ready-to wear alongside reimagined leather goods and accessories with our Spring-Summer 2024 collection. Exploring our past with Cindy Crawford is a strong reminder to our audience of the brand’s iconography—and at the same time, it sends a message about the steps that we are taking to elevate the future of MCM.’ Sabine Brunner, President & Global Brand and Commercial Officer, MCM Global AG
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