Teaming up with creative director Fabien Baron of Baron & Baron, German luxury house MCM presents its latest campaign for FW23. Starring iconic supermodel Cindy Crawford cradling the brand’s latest Mode Travia crossbody against an array of MCM‘s signature caramel-toned silhouettes, it is a throwback to Crawford’s original iconoclastic ads for the brand in the ’90s.
It is also a nod to the accessories house’s fearless L’enfant terrible spirit—rooted in an era of pioneering innovation, its rebellious ethos shaped Munich’s landscape during the late ’70s till today, where it still stands as a vanguard, crafting exquisite accessories.
“It was nostalgic for me to travel back in time with MCM from our first photoshoot in the ’90s with my dear friend, Herb Ritts. Their classic bags remain timeless,” said Crawford of her new campaign.
Captured by Juergen Teller, the new campaign marks a significant milestone in MCM’s repositioning, aligning with the brand’s renewed trajectory introduced at Milan Fashion Week the previous June. What fans can anticipate from the brand is the unveiling of a refreshed lifestyle range of ready-to-wear ensembles, reimagined leather articles, and accessories in the forthcoming spring/summer 2024 collection. We’re already looking forward.