MCM Brings Berlin’s Club Culture To Life In Its SS20 Campaign
Featuring a mix of street culture and rebelliousness.
From bold industrial tones to pastel shades, MCM’s Spring/Summer 2020 Campaign has brought to life and combined Munich’s 1976 and Berlin’s 2020 aesthetic. Drawing inspiration from Berlin’s club culture, the campaign is a nod to the brand’s culture and heritage.
Featuring creatives from all over the world such as singer Daisy Maybe, skater Evan Mock, designer Imran Potato and model Won Dae Joo can be seen in a typical Berlin nightclub setting. The contrasting concepts in the collection range from day to evening wear, construction to deconstruction, make-up to no-makeup and glitter to no-glitter looks.
The campaign reflects a strong mix of street culture and rebelliousness, showcasing talents that are driven by arts, culture and music. MCM’s Global Creative Officer Dirk Schönberger commented in an official press release: “We were inspired by the collection’s narrative of versatility and mobility with limitless opportunities for self-expression. For us, the concept of ‘From Munich Disco to Berlin Techno’ expresses not only the mood and attitude of the collection, but also the musical elements which inspired it. That’s what we wanted to celebrate with this high-octane campaign that is as dynamic as it is irreverent.”
Take a look at the gallery above for the stunning visuals from MCM’s SS20 campaign. The collection is now available to shop online on the brand’s website.