It was nostalgic for me to travel back in time with MCM from our first photoshoot in the 90’s with my dear friend, Herb Ritts. Their classic bags remain timeless."

It was an honor to capture the new L’enfant terrible ethos with two incredible collaborators. First with a long-time friend that I have admired and enjoyed working with over several years – Cindy Crawford. Working with her is working with a true professional, and I appreciate the tenacity and knowledge she brings to any project. Secondly, Juergen Teller a true artist that brings an undeniably unique and infamous perspective to his work. Together we were able to create imagery that will mark the start of a new era for MCM."

This new campaign is an important next step in our repositioning with a new brand direction which we first introduced at Milan Fashion Week this past June. With Cindy, we celebrate the classic heritage codes that helped to define us. Going forward, you will see MCM introduce a new and refreshed lifestyle assortment of ready-to wear alongside reimagined leather goods and accessories with our Spring-Summer 2024 collection. Exploring our past with Cindy Crawford is a strong reminder to our audience of the brand’s iconography—and at the same time, it sends a message about the steps that we are taking to elevate the future of MCM."