What do Cara Delevingne and Xu Meen have in common? Besides being models who have left their mark on the runway, the two have been chosen as MCM’s first Mavericks, starring in the German luxury fashion brand’s Spring/Summer 2024 campaign.
“Maverick” is the name MCM has given to its new band of ambassadors, described by the brand as “rebels” who “follow their own true north” and set their own path. It’s a bold and brave attitude to have, especially in the age of Instagram and Tiktok, when the influence of trends has never been stronger or more widespread.
And yet, the MCM Mavericks’ rule‑breaking spirit is one that both Delevingne and Xu Meen naturally possess. Both models are known for having an edgy, striking presence, both on and off the runway. They also break the boundaries of gender; Xu Meen’s looks are often celebrated for their androgynous quality, while Delevingne’s daring style tends to incorporate elements of both menswear and womenswear. All of these qualities are perfectly demonstrated in MCM’s latest campaign.
In the images shot by renowned fashion photographer Craig McDean, MCM’s Mavericks are seen just being themselves. In one shot, Delevingne, dressed in MCM’s wool and cashmere Laurel cardigan, lounges on a sofa with her defiant gaze directed at the camera. In another, she wears the fashion brand’s white bouclé tailored jacket, staying true to her love of elegant suits. Xu Meen, meanwhile, is cool and composed, flaunting MCM’s open‑knit polo top and leather Cross Sandals, both of which are unisex.
In fact, there are plenty of unisex styles across MCM’s Spring/Summer 2024 collection. The white Logo bouclé tank top, embellished with MCM’s Laurel emblem, will look great on anyone. As will the Essential Logo Patch varsity jacket, which immediately announces its wearer as part of the super‑cool MCM tribe.
The other obvious stars of MCM’s Spring/Summer 2024 campaign are the bags and accessories. This season, the brand has introduced the small Ella Boston bag, now rendered in the subtle Lauretos monogram featuring laurel leaves. The carryall, which is roomy enough for all your everyday essentials, is the perfect accessory to take with you, wherever you go. There’s also the small Aren shoulder bag, which makes a statement despite its compact size. That’s because it’s crafted from MCM’s signature Visetos monogram canvas in cognac brown.
There’s a sporty mood to the collection as well, as seen in the practical tennis racket cover stylishly adorned with the brand’s monogram and the comfy Neo Terrain Lo sneakers, which are made for you to wear on your next adventure.
“The campaign is indelibly tied to our purpose, which is to inspire and equip the 21st‑century mavericks to live a life of their own design and aspiration, inspiring a global movement of sophisticated rebellion,” said Sabine Brunner, MCM’s president as well as brand and commercial officer, in a statement. “It’s about discovering what’s new and creating what’s next.”
So what’s next? If you ask us, MCM has already found it.
The MCM Spring/Summer 2024 collection is now available in stores and sg.mcmworldwide.com.