Conceived after the German word for ‘air’, the latest campaign illustrates MCM’s DNA of mobility and freedom through dynamic, pop-inspired visuals. From vibrant, atmospheric colors to billowing silhouettes, the campaign embraces unrestrained individualism & non-conformity where fashion and freedom intersect. Amidst a vibrant backdrop of atmospheric tones, ‘Luft’ celebrates the collection’s lightweight designs by presenting models virtually walking on air, created by billowing nylon parachutes and fluid colorscapes. The SS19 campaign conceptualizes the collection’s empowering featherweight designs by celebrating contemporary forerunners who trailblaze their own paths. Presenting a youthful mood and an unapologetic attitude, MCM’s SS19 heroes portray both an arrival and a destination, whose voyage is conveyed by their confident irreverence. Starring artist & musician Peggy Gou and renowned skater Tolia Titaev, the campaign represents hungry creatives, learners and executors, depicting an intercontinental generation whose inspirations are driven by arts, music and culture. Through exploration and exchange, MCM becomes the complete embodiment of pioneers who forge their own destinies.
The campaign continues MCM’s creative partnership with 032c, the Berlin-based ‘manual for freedom, research & creativity’ whose team also lent their informed, intelligent and bold aesthetic to the SS19 campaign.
“We were inspired by the collection’s narrative of travel, mobility and limitless freedom. For us, the concept of ‘Luft’ expresses not only the liberty one feels when travelling, but also the sense of adventure. That’s what we wanted to celebrate with this high-octane campaign that is as dynamic as it is playful,” say Maria & Joerg Koch, founders and creative directors of 032c.
Shot in Berlin by German photographer Jonas Lindstroem and styled by 032c’s Marc Goehring, the campaign celebrates the city’s new creative vanguard, and a new era for MCM.
“Collaborating with 032c and Berlin’s new wave of creative talent is integral to my vision for MCM. The city today captures the essence of the brand: both are pioneering, disruptive and embracing of art, culture, technology and innovation. Berlin is a vibrant epicenter of creativity, as Munich was when MCM was born, so it’s fitting we take root in the German capital with a campaign that marks a homecoming for MCM and a new and exciting chapter for New School Luxury,” says Sung-Joo Kim, Chief Visionary Officer, MCM Worldwide.
The Spring / Sumer 2019 campaign & collection symbolize unbound freedom, endless discovery and intrepid adventure, presenting a full men’s and women’s ready-to-wear range of apparel and accessories for the first time. The collection will be available in store and online from January 2019.