With a timeless heritage campaign, MCM pays homage to their 1996 campaign; featuring the legendary supermodel Cindy Crawford in its own distinctive and contemporary approach.

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The campaign shot by Juergen Teller, premieres in association with Fabien Baron, the illustrious creative director of Baron + Baron. The campaign makes subtle references to MCM’s 1996 campaign. It also stars Crawford and is photographed by Herb Ritts.

The company says it’s a significant moment for it as it “honours its heritage with an advertising and digital content campaign showcasing iconic house codes and signature styles”.

Repositioning the MCM Brand

Credit: Fashion Gone Rogue

Crawford sits against a stack of an array of most iconic caramel hued monogrammed MCM bag styles; and accessories, including the backpack, the shopper and the Boston bag amongst others. She holds the latest leather Mode Trivia crossbody in her lap. Each bag has an MCM stamp monogram, along with the laurel and diamond design codes. Together, these bring about the brand’s unmistakable visual signature, the Cognac Visetos.

Elaborating on the importance of this new campaign, Sabine Brunner, President & Global Brand and Commercial Officer of MCM Global AG, says:

“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.”

She went on to elaborate, “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.”

Credit: Instagram @MCMWorldwide

The German label is well-known for its logomania aesthetic and distinctive accessories. MCM’s Spring/Summer 2024 collection makes its debut at the next Milan Fashion Week. There, it is set to present new variations of their traditional leather products and a modern update of a variety of ready-to-wear items. Well, we’re all eyes!

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