Introducing
AW–18

Introducing
AW–18

Introducing
AW–18

A tribute to the bold, free, and creative, the Autumn / Winter 2018 Avatar Campaign is a hip hop inspired alternate reality navigated by US based rapper/producer Rich the Kid and techno DJ and Instagram star Sita Abellan.

Shot in Berlin by German photographer Thomas Lohr and styled by 032C’s Marc Goehring, the campaign is a celebration of next generation creativity.


Leopard Print

Leopard Print

Leopard Print

With branded silhouettes that include soft haricalf, crystals, and metallics, MCM Leopard celebrates individuality and confidence.


Cassette

Cassette

Cassette

In celebration of MCM’s legendary relationship with Music, the Cassette series features iconic images of cassettes, vinyl records and old school mixing boards.


DAS IST MCM

DAS IST MCM

DAS IST MCM

Using classic Bauhaus typography with vibrant colours, DAS IST MCM (THIS IS MCM) is a proud statement of MCM’s German heritage and a tribute to our design ethos of form and function. This is the New Bauhaus.

Credits:

Talent: Rich the Kid & Sita Abellan

Creative Direction: Joerg & Maria Koch

Photographer: Thomas Lohr

Stylist: Marc Goehring

Hair: Ramona Eschbach

Make Up: Patrick Glatthaar

Set Design: Torsten Münch