True to the motto “Never change a winning team”, Cindy Crawford is back in front of the camera for MCM. To celebrate the heritage collection, the bags for which the brand is famous, MCM continues the 17-year collaboration with Cindy Crawford.
“It was a nostalgic journey back in time with MCM to our first photoshoot in the ’90s with my dear friend, Herb Ritts,” says Crawford. “Your classic bags remain timeless.”
The campaign bridges MCM’s past and present to “re-direct the future of classics” and is an important step in the brand’s repositioning, which unveiled its new creative direction and brand identity in June. Since then, Tina Lutz and Katie Chung have made their debut at Milan Fashion Week, and now the first campaign of the duo, who are responsible for the global design and creative direction of the Munich-based brand, follows. Creative Director Fabien Baron and photographer Jürgen Teller implement the vision and the campaign.
“With Cindy, we’re celebrating the classic codes that have shaped us,” says Sabine Brunner, President & Global Brand and Commercial Officer, MCM Global AG. “In the future, MCM will present a new ready-to-wear range as well as redesigned leather goods and accessories with the spring/summer 2024 collection. Exploring our past with Cindy Crawford is a powerful reminder of the brand’s iconography for our audiences while conveying a message about the steps we are taking to improve MCM’s future. “
This translated and edited post previously appeared on FashionUnited.fr