MCM reunites with Cindy Crawford for their AW23 heritage campaign

CINDY CRAWFORD and the luxury lifestyle brand MCM introduce the past to the present as they embark on a nostalgic trip down memory lane, with a subtle reimagination of their 1996 campaign captured by the late Herb Ritts.

“It was nostalgic for me to travel back in time with MCM from our first photo shoot in the ’90s with my dear friend Herb Ritts. Their classic bags remain timeless”, explained Crawford.

With the release of their autumn-winter 2023 digital campaign in collaboration with creative director Fabian Baron and shot by Juergen Teller, MCM commemorates their heritage. The brand demonstrates its signature styles and esteemed house codes with supermodel Cindy Crawford making a reappearance.

The campaign emanates a boundless essence as Teller narrates the brand’s ethos of seasonless, genderless and ageless fashion with an outcome that exudes youth and an unapologetic nature.

Cindy Crawford poses with the newly released Mode Travia crossbody bag amongst a mountainous collection of various MCM silhouettes. The myriad of carriers comprises backpacks, shoulder bags, shoppers, Boston’s, crossbody’s and tote bags all depicting the brand’s renowned caramel-hued exterior and signature monogram design codes which constitutes their Cognac Visetos logo.

With Munich’s rebellious temperament of the ’70s, the brand was birthed at the core of innovation symbolising the conceptions of the L’enfant terrible ethos with their crafted accessories pointing towards the new and distinguished, lavish jetsetter consumer.

“Working with her is working with a true professional, and I appreciate the tenacity and knowledge she brings to any project. Secondly, Juergen Teller an 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”. — Fabien Baron, Creative Director

The release of the AW23 campaign is a vital repositioning step for MCM with their current transformation period of redirection, which was articulated at June’s Milan Fashion Week.

Together Crawford and MCM celebrate the brand’s heritage and design codes that aided their establishment. Their revisitation of the past with the iconic supermodel stands as a reminder of the brand’s iconography and alludes to their next steps as they elevate their future.

by Nicole Pereira