MCM has tapped rising rapper Rich the Kid and DJ/Instagram star Sita Abellan to front its new FW18 campaign. Dubbed “Avatar,” the project finds a decked-out MCM avatar watching over Rich and Sita, essentially guarding them on their journey.
“The MCM collection is influenced by hip-hop and we wanted to celebrate that, bring it to now and then really add some futuristic ideas. The Avatar is a guardian for total peace” says Joerg and Maria Koch, founders of 032c magazine, who worked alongside MCM for this particular editorial.
“Berlin is an epicenter of creativity today, as Munich was when MCM was born. Today we celebrate the talent and energy that is coming from this new cultural capital,” explains Sung-Joo Kim, Chief Visionary Officer, MCM Worldwide. “032c is not only one of the most important creative platforms visible in Germany and Europe today, but also globally. We feel a deep affinity with their vision.”
The “Avatar” campaign was thus shot in Berlin by German photographer Thomas Lohr, and styled by 032c’s Fashion Director, Marc Goehring.
In other news, Wu Wear proves Wu Tang is forever with new summer collection.