For its Spring/Summer 2019 campaign, MCM looks to the aesthetics of air travel for its inspiration. Titled Luft, the German word for air, the campaign evokes the lightness of air through the use of parachutes, which create cloud-like shapes. This, of course, complements MCM’s Spring 2019 collection that echoes the same vibe.
The campaign also sees the ongoing relationship between MCM and Berlin-based fashion magazine 032c, which doesn’t come as a surprise given the two German-based brands are powerhouses in the fashion scene.
“We were inspired by the collection’s narrative of travel, mobility, and limitless freedom. For us, the concept of Luft expresses not only the liberty one feels when traveling, but also the sense of adventure. That’s what we wanted to celebrate with this high-octane campaign that is as dynamic as it is playful,” said Maria and Joerg Koch, founders and creative directors of 032c. The campaign was styled by 032c’s fashion director, Marc Goehring.
Featured in the vibrant images are artist and musician Peggy Gou and skater Tolia Titaev, which adds a nod to the art and music worlds.
Check out the campaign above and peep the collection online and in stores as of January 2019.