MCM Is Going Places With Their New Travel-Centric Collection
MCM’s latest campaign is all about life in motion.
MCM promised to make, “A vibrant celebration of youth, movement, and creativity,” and delivered with their Autumn/Winter 2022 collection, designing a look that embodies the freedom of a life lived to the fullest. Their new “movement campaign” puts an emphasis on motion, made with the practicality of an increasingly active life. This motorcycle-inspired line is full of leather jackets and head-to-toe black, capturing the lawless energy of youth. The fashion house created an expression of a life of enjoyment, growing off what they’ve previously created through upscale casual outfits and elevated pieces.
The campaign itself features a futuristic dive into the ether with the models drifting in and out of focus on thematic cubes in front of emerald green and mauve backgrounds.Through the depth of the clothing and the color radiating in the background, the essence of the line comes through. Experimentation, confidence, and distortion convey the vibrant movement that the collection was designed for, oftentimes with the models either confidently posing alone or huddled together on top of one another. The movement campaign was the result of the coming together of Berlin-based director Felix Aaron, photographer Dan Belieu, stylist Raphael Hirsch, and set designer Leonardo Papini, as well as the talents of Leon, Ga Young, and Scully.
Global Brand Officer, Dirk Schönberger, stated, "With this campaign, we're taking the next step to elevate the brand while maintaining the MCM spirit of mobility, travel, and culture – creating an upscale look that combines classic tailoring with sportswear elements."
The luxury fashion brand produced a stylish collection of travel must-haves, the message being clear: this is the exciting and fresh clothing line that young people should wear while traveling the world and enjoying their youth. The collection is now available via Mcmworldwide.com.
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