One of the most iconic faces of the ’90s, supermodel Cindy Crawford, revisits her past with luxury brand MCM in their Fall Winter 2023 Heritage campaign. Almost 30 years have passed since her mesmerizing appearance in the brand’s 1996 campaign. Today, she stands testament to the timeless allure of classics, fusing the brand’s rich heritage with its promising future.
Crawford’s reunion with MCM is more than just a return, it’s an emblematic merge of the brand’s celebrated past and its forward-thinking vision. With fashion photographer Jürgen Teller and the creative direction of Fabien Baron, Cindy’s effortless elegance and the unwavering confidence synonymous with MCM came alive, underlining the makings of a true legend. In charge of styling was Jessica Diehl, with set design from Mary Howard. Beauty is work of hair stylist Benjamin Muller, and makeup artist Diane Kendal.
Cindy reminisces, “It was nostalgic for me to travel back in time with MCM from our first photoshoot in the 90’s with my dear friend, Herb Ritts. Their classic bags remain timeless.“
Adding to this sentiment, Fabien Baron gushes, “It was an honor 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, Jürgen Teller a true artist that brings an undeniably unique and infamous perspective to his work. Together we were able to create imagery that will mark the start of a new era for MCM.“
MCM‘s evolution was first hinted at during the Milan Fashion Week in June. The MCM Fall Winter 2023 campaign emphasizes the brand’s dedication to honor its legacy while ushering in a novel phase. Sabine Brunner, President & Global Brand and Commercial Officer at MCM Global AG, elaborates, “With Cindy, we celebrate the classic heritage codes that helped to define us. Going forward, you will see MCM 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 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.“
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