MCM unveils Autumn/Winter 2023 campaign Featuring Cindy Crawford
German luxury fashion label, MCM has tapped supermodel Cindy Crawford for its Autumn/Winter 2023 campaign which features its latest Mode Travia crossbody bag.
The nostalgic campaign pays tribute to the brand’s 1996 campaign shot by the late Herb Ritts Herb Ritts which featured Crawford. Linking the past with present, it was reimagined by legendary creative director Fabien Baron of Baron & Baron and lensed Juergen Teller. Crawford appears holding the new bag as well as posing against a caramel mound of classic leather styles – the backpack, the shopper, and the tote.
‘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. 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,’ Sabine Brunner, President & Global Brand and Commercial Officer of MCM Global AG said in a press release.
‘Working with her [Crawford] 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,’ creative director Fabien Baron added.
‘It was nostalgic for me to travel back in time with MCM from our first photoshoot in the ’90s 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. Juergen Teller is 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,’ Crawford said in a statement.
Check out the stunning campaign images here.
