German luxury fashion house MCM has unveiled its Spring Summer 2024 campaign, dedicated to young style mavericks everywhere. The campaign features English supermodel and actress Cara Delevingne and South Korean model sensation Xu Meen, capturing the essence of today’s MCM tribe – diverse and dynamic digital nomads who follow their own true North.
The creative team behind the Spring Summer 2024 campaign includes renowned figures such as photographer Craig McDean, stylist Karl Templer, makeup artist Pat McGrath, and hairstylist Guido Palau, all working under the creative direction of Fabien Baron. The result is a bold fusion of loungy glamour and classic fashion substance.
Sabine Brunner, President and Brand & Commercial Officer of MCM, explains the campaign’s purpose: “The campaign is indelibly tied to our purpose, which is to inspire and equip 21st-century mavericks to live a life of their own design and aspiration, inspiring a global movement of sophisticated rebellion. MCM is made for individuals who share our rebellious spirit and desire to be different yet go their own way in the world while making the world their own. It’s about discovering what’s new and creating what’s next.“
The MCM Spring Summer 2024 Collection offers a lifestyle-oriented range of ready-to-wear pieces, innovative leather goods, accessories, and new footwear designs. The focus is on versatility and blurring the line between leisure and workwear. These styles can be worn anytime, for any occasion, while staying true to MCM’s brand codes and pushing forward with versatile looks and cross-category design interpretations.
Highlights from the collection include the XL Visetos Diamond Tote, small Aren Shoulder Bag, Medium Starck Tennis Backpack, Tennis sling bag, and the Small Ella Boston Bag in Lauretos. The collection also features bright white tops, crisp sport coats, and elegant double-breasted tuxedo jackets, offering a total MCM look. Footwear options include the Visetos Trainers and the new Laurel Flats.
The campaign officially launched on January 18th, 2024, with the collection available online and in stores.
