Cover Cindy Crawford is the new face of MCM (Photo: MCM)
Cindy Crawford is the new face of MCM (Photo: MCM)
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In a nostalgic ode to heritage, MCM’s autumn-winter 2023 campaign features Cindy Crawford, photographed by Juergen Teller
Paying tribute to its rich legacy, German luxury fashion house MCM’s latest campaign spotlights its caramel-coloured, monogram leather goods with ’90s supermodel Cindy Crawford, captured by renowned photographer Juergen Teller.
Collaborating with creative director Fabien Baron of Baron & Baron, the campaign emanates youthful vibrancy and an unapologetic attitude, with Crawford cradling MCM’s latest Mode Travia crossbody crafted from luxurious leather. Against a backdrop of MCM’s most beloved caramel-toned silhouettes, the brand’s unmistakable logo takes centre stage. This logo, an intricate blend of laurel and diamond design codes, forms MCM’s signature monogram, the Cognac Visetos. A subtle nod to the 1996 campaign featuring Crawford by the late Herb Ritts adds a touch of continuity to the visual narrative.
“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,” said Crawford referencing how this journey through time is imbued with nostalgia.
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Above For Crawford, the campaign shoot was a nostalgic trip through time (Photo: MCM)
For Crawford, the campaign shoot was a nostalgic trip through time (Photo: MCM)
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Baron reflects on this collaborative endeavour saying, “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 created imagery that will mark the start of a new era for MCM.”
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Above MCM’s new campaign pays tribute to its past while sending a message that it is time to elevate the future of the brand (Photo: MCM)
MCM’s new campaign pays tribute to its past while sending a message that it is time to elevate the future of the brand (Photo: MCM)
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For Sabine Brunner, president & global brand and commercial officer of MCM Global AG, this campaign underlines the significance of the brand’s evolution as its next step in repositioning with a new brand direction which was introduced at Milan Fashion Week in June. “With Crawford, we celebrate the classic heritage codes that helped to define us. MCM will 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 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 we are taking to elevate the future of MCM," says Brunner.
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