German luxury fashion house MCM pays homage to its rich legacy through a captivating advertising and digital content campaign, spotlighting its timeless house codes and signature styles. The campaign features the renowned supermodel, Cindy Crawford, lensed by the talented photographer Juergen Teller.
Crafted in partnership with the esteemed creative director Fabien Baron of Baron & Baron, the campaign emanates a youthful and unapologetic vibe, capturing the iconic supermodel as she cradles MCM’s latest Mode Travia crossbody, crafted from lavish leather. Crawford is portrayed against an array of MCM’s most iconic caramel-hued designs, including the backpack, shopper, shoulder bag, Boston bag, crossbody, and tote – all adorned with the unmistakable brand logo. This logo is a fusion of MCM’s laurel and diamond design codes, forming the emblematic Cognac Visetos monogram and visual signature.
The campaign ingeniously bridges MCM’s historical roots with its contemporary essence, subtly referencing a previous 1996 campaign that also starred Cindy Crawford, photographed by the late great Herb Ritts. Through Juergen Teller’s lens, MCM’s perpetually relevant, ageless, and genderless spirit is vividly captured, encapsulating the brand’s prevailing ethos.
Cindy Crawford, reflecting on the collaboration, shared, “Traveling back in time with MCM from our initial photoshoot in the 90s with my dear friend, Herb Ritts, was a nostalgic experience. Their timeless classic bags continue to endure.“
Emerging from an era of innovation and rebellious spirit that defined Munich in the late 1970s, MCM emerged as the enfant terrible of fashion, crafting exquisite accessories for the emerging jet-set elite that embraced unabashed luxury. This ethos propelled MCM’s global prominence.
Fabien Baron, visionary creative director, expressed, “Capturing the new L’enfant terrible ethos with two extraordinary collaborators was an honour. Firstly, with Cindy Crawford – a longtime friend I’ve deeply admired and enjoyed collaborating with over the years. Her professionalism and insight enrich any project. Secondly, Juergen Teller, a true artist with an unmistakably unique perspective. Together, we’ve conjured visuals that herald the dawn of a new MCM era.”