The German luxury brand MCM has always adhered to the creative concept of innovation in design.
This year, the brand is setting its sights on Mars with futuristic products. With bold design and innovation in mind, MCM presents a new advertising campaign for the Autumn/Winter 2024 series, presenting a magical journey "from Munich to Mars" to highlight the pioneering spirit of the unconventional and pay tribute to the German precision craftsmanship that has been used since 1976.
Celebrity actor Matt Dillon, newcomer Zelda Adams and model Steph Shiu are all featured in the MCM Fall/Winter 2024 campaign.
Star Trek Partner
The new Fall/Winter 2024 collection is designed by Ms. Katie Chung, Global Creative Director of MCM. The new Fall/Winter collection is inspired by interstellar adventures, and its core is the new Diamant 3D bag work.
The collection is reinvented on the basis of the iconic Diamante pieces, and its bold three-dimensional silhouette and metal zipper design highlight its functionality and modern sense of fashion, thus making it more convenient for modern digital nomads.The bags are made in a variety of luxurious materials, including cow suede and Italian calfskin, and are designed in an impact silver metallic calfskin or MCM Classic cognac Visetos, which are the design highlights of the season.
Katie Chung said: "The inspiration started with a pocket design, which gradually evolved into a bag, and finally presented in three dimensions, resulting in today's Diamant 3D collection.
Diamant series is derived from the diamond pattern in Visetos printing, large and small pockets folded into MCM's classic diamond shape, thus becoming bags.
Diamant 3D incorporates a zipper design to enhance practicality, making these pockets appear three-dimensional, like a mini suitcase, enriching people's travel.
New faces lead the way
This magical journey "from Munich to Mars" highlights the spirit of innovation at MCM.
In addition to the Diamant 3D bag 2024 new Fall/Winter collection, there are other eye-catching pieces, including a comprehensive upgrade of the classic Visetos cognac backpack, the launch of a new eyewear series in collaboration with Marcolin, and in ready-to-wear, the use of Laurel denim jacquard, classic printed nylon, metallic leather and grain leather materials. Highlighting MCM's brand spirit of focusing on functional innovation and always pursuing cutting-edge technology, MCM aims to meet the needs of this extraordinary interstellar adventure.
Sung-Joo Kim, Chairman and Chief Outlook Officer of MCM, said: "From Munich to Mars' theme demonstrates our forward-thinking and enterprising spirit.
We are committed to breaking the boundaries of innovation, using new technologies to explore new horizons.
Ai played an important role in this event, not only making a leap forward in innovation, but also moving towards a more sustainable future.
The Fall/Winter 2024 campaign features stars Matt Dillon, Zelda Adams and Steph Shiu, who, along with their AI-generated imagery, are taking MCM's Fall/Winter 2024 collection on a new journey.
The campaign was directed by Rebekah Campbell and Cory Fraiman-Lott, shot by cinematographer Collier Schorr and executive creative director Katharina Korbjuhn. And by stylist Thistle Brown, hairstylist Tsuki, and makeup artist Jezz Hill.
The adventure begins immediately
With versatility at its core, MCM's new Fall/Winter 2024 collection meets the forward-looking individual needs of consumers of all ages and genders.
From daily commutes to global travel, a wide range of versatile pieces are designed for life on the road, showcasing futuristic travel kits and hands-free accessories that emphasize functionality without sacrificing chic taste.
New look, style expression.
MCM invites you to join us on this magical journey to Mars.
