MCM, Music, Fashion and Gen Z
The luxury heritage brand teams up with Sony Music Entertainment for a new spin on the fashion campaign featuring Canadian chart-topper Tate McRae.
“The only person who knows where you wanna go and where you wanna be is yourself and that’s just trusting your instincts,” reflects 3x Platinum singer songwriter, 19-year-old Tate McRae in MCM’s latest spring summer campaign. Famous for its signature Cognac Visetos and jet set leather goods, the luxury goods label continues to target a new generation of brand loyalists through a partnership with Sony Music Entertainment’s FILTR music platform and its “A FILTR Take” series – an avant garde spin on traditional fashion campaigns, imbuing the worlds of music and fashion. Modeling the Monogram Denim Jaquard range, the Canadian singer conveys a fresh cyberpunk aesthetic across three distinct capsules: Meta Safari, Cyberpunk and Meta Ocean through her unique aesthetic, song, and storytelling. Released in two episodes, MCM unveils a rare rendition of its iconic MCM Visetos print, the Denim Jacquard featuring the Monogram on denim vintage material.
The Denim Jacquard collection is reminiscent of past travels to exotic destinations, celebrating the iconic print through Italian fabrics, the material adorned by the intricate patina pattern. The whole collection is defined by the use of traditional weaving techniques taught by the Bauhaus textile school, ensuring each design represents the outstanding craftsmanship, heritage, identity and ethos of the German luxury house.
Founded in Munich, Germany – in 1976 – at the height of the disco era, MCM draws attention to its revolutionary rock roots, whilst recognizing the power of the rising generations of today, their cultural capital, sophistication and focus on comfort.
Recent celebrity testimonials include Selling Sunset star Christine Quinn and chart-topping rapper Iann Dior.
“The introduction of our collection, in collaboration with Tate McRae, alludes to the continuation of our SS23 campaign and its voyage into the virtual, introducing capsule collections that reinterpret the world with a cyberpunk aesthetic. This combination positions MCM in a refreshing light,” the brand says.
MCM’s SS23 campaign and collection is now available at mcmworldwide.com, Ounass and in MCM stores at the Dubai Mall, the Moda Mall in Bahrain, the Place de Vendôme in Doha, the Centria in Riyadh, the Red Sea Mall in Jeddah and the 360 Mall in Kuwait.
For more information visit mcmworldwide.com or the Instagram account @mcmworldwide
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