MCM FLAUNTS THEIR FIRST MAVERICKS IN SS24 CAMPAIGN

THE BRAND GROWS ITS TRIBE OF LIKE-MINDED CREATIVE RULE BREAKERS - DUBBING THEM THE MCM "MAVERICKS".

Irreverent German luxury fashion house MCM launches Spring/Summer 2024 campaign dedicated to young style mavericks everywhere. Featuring boundary breaking English model and actress Cara Delevingne and South Korean model sensation Xu Meen, the campaign captures the essence of today’s MCM tribe – diverse and dynamic digital nomads who follow their own true North. A shout out to rebels who move effortlessly and purposefully between the realms of the virtual, the physical, and the cultural. The campaign outfits a life on the move, capturing the optimism and rule-breaking heritage of the brand with a fresh and vibrant image through a new community who focuses on moving forward.

A collaboration of fashion faces and talent of the present and future, the team behind the SS24 campaign is stacked with legendary industry favorites: photographer Craig McDean, stylist Karl Templer, Makeup Artist Pat McGrath, and Hairstylist Guido Palau make magic under the creative direction of Fabien Baron. The result is a bold blast of loungy new glamour, underpinned with cool, classic fashion substance.

“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.” - Sabine Brunner, President and Brand & Commercial Officer, MCM

The SS24 Collection is created with a lifestyle approach, featuring an exquisite range of ready-to-wear, innovative leather goods & accessories, as well as new designs in footwear. The emphasis is on movement and blurring the line between leisure and workwear – styles to be worn anytime, for any occasion whilst honoring the MCM brand codes and continuing the brand’s push forward through versatile looks & cross-category design interpretations.

“I was honored when MCM asked me to star as their first ‘Maverick’. I’ve long admired MCM for their bold and rebellious spirit, and it’s exciting to be included in their next chapter.”

– Cara Delevingne

Collection highlights include: XL Visetos Diamond Tote, small Aren Shouler Bag, Medium Starck Tennis Backpack, Tennis sling bag, and the Small Ella Boston Bag in Lauretos. Bright white tops, crisp sport coats, and elegant double breasted tuxedo jackets take the MCM tribe wherever they need to go – from day to night – in magnificent style. It’s about a total MCM look, from head to toe, with a range of footwear such as the Visetos Trainers and their new Laurel Flats.

The campaign will launch on January 18th, 2024 with the collection being available online and in stores now.