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MCM Presented First RTW Collection at Pitti Uomo


German contemporary luxury brand MCM presented its first full ready-to-wear and accessories collection for Spring/Summer 2019 season. Entitled Luft Collection, it’s presented as part of the prestigious Pitti Uomo event in Firenze, Italy.


Designed for the 21st-Century Global Nomad, the multi-functional, modular and genderless collection allows the wearer to move and travel freely 24/7, whether that is cross-city or country-to-country. The SS19 collection is a vibrant, youthful and utilitarian offer, designed with both statement and functionality in mind and presented via a powerful and immersive show. Inspired by air-based sports such as skydiving, both key to the collection itself, guests experienced a multi-sensory runway that took them on a journey through the clouds. An atmospheric, tropical storm opened the show, leading into an audio/visual immersive presentation that referenced the collection’s concept. Freedom of movement and spontaneous travel were visualized through storms, clouds and blue skies. The presentation was highlighted by the landing of a skydiver across the show space. As the finale of the show clouds moved back to form rain, creating a pillar of light and moisture in the centre of the space which then dissolves into clear blue sky, with models regrouping to allow the audience to get a close-up view. The title of the Spring/Summer 2019 collection, Luft, meaning air in German, is a celebration of freedom of movement and hands-free travel. Focusing on air-based sport, the silhouettes draw on utilitarian uniform with skydiving as one of the core inspirations. – from MCM

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