Honouring the past and present.
German luxury fashion house MCM has unveiled its latest Autumn/Winter 2023 campaign, featuring the legendary supermodel Cindy Crawford. The campaign marks a new era for the Maison by showcasing its iconic house codes and signature styles, linking its past with the present and embodying its timeless spirit.
Shot by Juergen Teller and directed by creative director Fabien Baron of Baron & Baron, the campaign boasts a youthful mood with an unapologetic attitude. Crawford is seen holding the Maison’s latest Mode Travia crossbody while lounging against the iconic caramel-hued monogram signatures such as the backpack, shopper, shoulder bag, Boston bag, crossbody and tote.
In case you didn’t know, the campaign is an ode to the MCM 1996 campaign, featuring none other than Cindy Crawford, lensed by the late great Herb Ritts.
In the statement, Crawford expressed, “‘It was nostalgic for me to travel back in time with MCM from our first photo shoot in the ‘90s with my dear friend, Herb Ritts. Their classic bags remain timeless.”
‘It was an honour 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 is 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
For more, head over to WWW.MCMWORLDWIDE.COM
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All images courtesy of MCM
