MCM is once again pushing the boundaries of fashion and innovation with their latest venture, the “From München to Mars” campaign. Celebrating German engineering and craftsmanship since 1976, MCM’s bold new initiative showcases their vision and commitment to a tech-savvy global audience, aiming to inspire and captivate with a narrative that stretches beyond our world.
This ambitious campaign features a stellar lineup of talents, including legendary actor Matt Dillon, rising star Zelda Adams, and model Steph Shiu. At a recent press conference, Adams, joined by an astronaut, discussed the mission, highlighting the unique combination of fashion and futuristic exploration that defines MCM’s latest project.
Central to this interstellar journey is the Diamant 3D bag, a creation of MCM’s innovative team under the guidance of Global Creative Director Katie Chung. This bag reimagines the classic Diamant clutch, boasting a striking three-dimensional design that marries style with practicality. Available in a range of luxurious materials such as cow suede, fine Italian calf leather, silver metallic calf leather, and MCM’s iconic cognac Visetos, the Diamant 3D is set to be a must-have accessory for the season.
Katie Chung explains, “Our journey began with a simple pocket design, evolving into a 3D rendered bag. The Diamant series, inspired by the Visetos diamond pattern, embodies the essence of functional pockets. These origami-folded pockets reveal a diamond within the Visetos monogram, and the Diamant 3D’s zippers enhance its utility, making the pockets three-dimensional and cargo-like.”
The “From München to Mars” mission is an example of MCM’s innovative spirit. Alongside the Diamant 3D bag, the collection includes the stark backpack in Cognac Visetos, cutting-edge eyewear, and key ready-to-wear items in futuristic metallic silver and the classic Cognac Visetos. Chairperson Sung-Joo Kim elaborates, “Our motto, From München to Mars, is about transcending limits. We aim to meet the needs of digital nomads by pushing boundaries and leveraging new technologies. AI plays a crucial role in this campaign, driving both innovation and sustainability.”
The campaign, captured by photographer Collier Schorr and directed by Katharina Korbjuhn, features AI-generated imagery that blends reality with creativity. The project brought together a top-tier team, including directors Rebekah Campbell and Cory Fraiman-Lott, stylist Thistle Brown, hair artist Tsuki, and makeup artist Jezz Hill. Fans can follow the Mars expedition online through QR codes that link to the expedition hub, where they’ll find updates, details on the Diamant 3D, and the complete AW24 collection.
Since its inception in 1976, MCM has stood as a rebellious alternative to traditional luxury, creating innovative accessories and lifestyle goods for the extravagant lifestyle of Munich’s 1970s scene. Today, under the leadership of Sung-Joo Kim, MCM continues to break boundaries with unique designs and a forward-thinking approach to luxury. With a presence in 584 stores across 43 countries, including major cities like Munich, Berlin, Zurich, London, Paris, New York, LA, Hong Kong, Shanghai, Beijing, Seoul, and Tokyo, MCM remains a global icon in the fashion industry.
View the collection in the Gallery below:
wow! i love seeing Matt back and i am obsessed with the MCM factory images of the bags! Gorgeous work on the campaign!