For Autumn / Winter 2023, Germany luxury fashion house MCM, takes off with its new collection Maxi Monogram. Designed with a maximalist take on the brand codes, the collection introduces an oversized variation of the brand's monogram through the diamond, laurel and MCM lettering, highlighting the iconic elements which have comprised its signature design since 1976.
The accompanying campaign nods to MCM’s heritage in travel, paying a conceptual tribute to movement by reimagining the digital, imaginary and physical destinations we traverse into a modern expression. From the natural to the virtual and worlds in-between, the campaign illustrates MCM’s DNA of freedom of movement and freedom of expression through dynamic, playful imagery where journeys and destinations converge.
Transit-inspired backdrops contrast warm earth tones against cool cerulean hues, depicting moments of mobility which are both modern, playful and nostalgic. Shot between wide-angle and fisheye lenses, the visuals introduce an interplay of scale, depth and perspective, conceptualizing the collection’s oversized aesthetic. The dynamism of the imagery and movement of the models was inspired by the capsule's multifunctional, versatile and multi-occasion designs, through a combination of sets that alternate between indoor and outdoor.
Through popping visuals, the striking capsule introduces key silhouettes ranging from the Munich Tote to the Weekender, Belt and Boston Bag, as well a new shapes such as the contemporary and playful top handle Nylon bag. The range is complemented by hands-free options, such as backpacks as well a curated edit of smaller accessories.
The campaign and collection embodies the spirit of movement and serves as a tribute to the brand's travel heritage and smart luxury spirit, through an ageless, seasonless and transformative approach to design for a generation made to move. The collection is available from 1 June in stores and online worldwide. For more information, please visit www.mcmworldwide.com