INTRODUCING LIVE BOLD
Live bold. Be fearless. Move freely. These are the ideals our AW17 collection champions.
Building on the irreverent attitude that inspired our SS17 collection, our AW17 campaign and collection reinterprets the mood, presenting it not as a rebellious cultural movement, but as a lifestyle.
This season, we fuse MCM’s attitude of independence and essence of discovery with our storied German heritage to create a collection of impeccably crafted bags, shoes and accessories for those who are brave, original and uncompromising in their style.
Shot on the streets of Berlin by award-winning Dutch photographer Viviane Sassen, the AW17 campaign stars German models Lena Hardt and Max Eichholz.
Hardt and Eichholz are captured striding through the German capital in strong poses that reflect AW17’s mood of independence.
Combined with the campaign’s vibrant Bauhaus aesthetic - as well as German language and landmarks - these images are a clarion call for the MCM community worldwide: move freely, transcend borders and be stylishly independent.
Live bold. Be daring. And, most importantly, never shy away from a statement accessory.
Explore the campaign here.