Known for always staying true to its heritage, German fashion house MCM has just unveiled Part One of its 45th anniversary campaign - and it didn’t hold back on the talent.
MCM’s DNA is defined by our cultural zeitgeist, always looking to the future and celebrating creative individuals. The brand’s 45-year old history can be traced back to 1976 Munich - a period of reinvention for the bold and rebellious, with trailblazing innovations in both art and music.
Honing in on its love for creativity, MCM’s most recent endeavor calls upon Harlem-born hip-hop artist ASAP Nast, as well as models and digital creators, Stella Lucia and Kiddy Akita, to star in its latest campaign. Merging MCM’s ethos of being rooted in music, travel, and mobility, the campaign was shot in Berlin with the aim of embodying the brand’s global transcendence and cultural significance.
For the first time, the brand’s FW21 collection has an entirely seasonless approach. Drawing inspiration from the metaverse, and the juxtaposition between physical and digital realms, the new line celebrates home as the convergence of all journeys and destinations.
"This campaign does a perfect job to nod to the past 45 years while looking ahead to the future. As we consider the metaverse, the constant was that wherever we go, home is a feeling which resides within and represents the connections we have with the world around us. A voyage, a destination and our new zeitgeist", says Dirk Schönberger, Global Creative Officer.
With its rich German heritage in tow, the collection focuses on futuristic functionality through its mix of structured tailoring alongside deconstructed cuts. ASAP Nast and the crew modeled multipurpose hybrids of the brand’s signature silhouettes, that now enable hands-free mobility, and modular accessories that have been adapted for use everywhere, and anywhere.
Asap Nast commented on the campaign saying, "I had a grand time collaborating with MCM and being involved in the brand’s 45th anniversary celebration. I’ve always respected MCM’s commitment to being bold and inclusive and I can’t wait for everyone to discover this work."
The collection is available online here and in MCM stores.
