STYLE

Introducing SS17 – Punk Ethos

Introducing SS17 – Punk Ethos

Celebrating a heritage in modern craft, MCM has embodied irreverence, strength and boldness in design. Launching the Spring Summer 17 collection, that distinctive and unapologetic take on style continues with a punk-inspired line that draws on the attitude of the era for its designs. A juxtaposition of luxe elements and an edgy rawness, the seasonal collection is all about saying ‘this is who I am, not who you want me to be’.

THE VIDEO

               
 
Taking cues from the playfulness of the punk era, the DIY aesthetic and cut and paste visuals the SS17 video, shot by emerging photographer Mel Bles and styled by Celestine Cooney, is a fast paced and dynamic short. Set to the iconic Connection by ‘90s rock act Elastica, the film encompasses all that we love about punk – youth, freedom, rebelliousness and creativity.
 

THE CAMPAIGN

 

Energy, vitality and colour are at the core of the visuals shot by Bles and Cooney and starring German model Lina Hoss and Erik van Gils.

The latest MCM campaign presents a sense of immediacy that feels truly contemporary, rather than nostalgic.

 

 
Adding a digital ‘glitch’ to the imagery, the punchy campaign visuals take MCM in a bold and forthright direction – a call out to our audience of millennial global nomads who live life on their own terms.
 
Experience the full campaign, here
 

 

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