MCM Unveils Global Autumn / Winter 2021 Campaign With A$AP Nast For 45th Anniversary

German luxury fashion house MCM introduces Part One of its 45^th anniversary campaign, M'ETAVERSE (MCM's Metaverse) starring musician A$AP Nast alongside models and digital creators, Stella Lucia and Kiddy Akita. 

MCM’s 45-year history can be traced back to Munich in 1976, a period of reinvention for the bold and rebellious, celebrating creativity and innovations in both art and music. As the age of high profile jetset took flight, MCM quickly became the global symbol of modern luxury, freedom and expression.  Shot in Berlin, the campaign celebrates MCM’s brand ethos, rooted in music, travel and mobility. Talents A$AP Nast, Stella Lucia and Kiddy Akita embody the brand’s global transcendence and cultural significance. 

As MCM examines the metaverse from the physical to the digital, the current Fall-Winter collection celebrates home as the convergence of all journeys and destinations through a seasonless approach for the first time.  Through mixing structured tailoring with deconstructed silhouettes, the latest collection of ready-to-wear and accessories nods to the brand's past yet looks forward to the future.  A$AP Nast and crew can be seen modeling multipurpose hybrids of the brand’s signature silhouettes that enable hands-free mobility and futuristic, modular accessories that are adapted for multi-occasion use.

“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”, said A$AP Nast.

“This campaign does a perfect job to nod to the past 45 years while looking ahead to the future. As we consider the M’ETAVERSE, 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”, said Dirk​​ Schönberger, Global Creative Officer, MCM.

The collection is available in-store and online now at mcmworldwide.com.

Credits

Talent: A$AP Nast, Stella Lucia, Kiddy Akita, and Lukas Marshall
Campaign Photographer: Bruno Staub
Digital Set Photographer: Rémi Lamandé
Director: Felix Aaron
Director of Photography: Konstantin Mazov
Stylist: Haley Wollens
Set Design: Leonardo Papini
Casting Director: Kyra Sophie          

About MCM (Modern Creation München)

MCM is a luxury lifestyle goods and fashion house founded in 1976 with an attitude defined by the cultural Zeitgeist and its German heritage with a focus on functional innovation, including the use of cutting edge techniques. Today, through its association with music, art, travel and technology, MCM embodies the bold, rebellious and aspirational. Always with an eye on the disruptive, the driving force behind MCM centers on revolutionizing classic design with futuristic materials. Appealing to the 21st Century Global Nomad generation - dreamers, creatives and digital natives - MCM’s millennial and Gen Z audience is genderless, ageless, empowered and unconstrained by rules and boundaries.

MCM is currently distributed online and in 650 stores worldwide including Munich, Berlin, Zurich, London, Paris, New York, Hong Kong, Shanghai, Beijing, Seoul, Tokyo, Middle East and more.