Style

Viva Life!

Viva Life!

For Spring / Summer 2018, MCM captures the youth, energy, movement and boundless creativity through a bold celebration of life. MCM celebrates the champions of global youth culture - their vigour, dynamism & ambition.

                     

Shot by British photographer Tom Johnson and styled by New Yorker Jay Massacret, the latest campaign presents the MCM icons: the latest generation of cultural vanguards whose creative pursuits are defined by their drive to transcend boundaries & define a movement beyond borders.

The next wave of global talent represent our multifaceted millennials who - in the spirit of MCM’s tradition of originality & innovation – craft their own journeys according to their modes of artistic expression.

THE COLLECTION

Effortlessly channelling the collection’s sporting mood, our icons stand strong and triumphantly, in a bold and fresh showcase of the latest seasonal styles. Discover them here:

CORDELL BROADUS – THE COGNAC VISETOS WEEKENDER

Cordell Broadus, American sportsman and fashion creative, opts for the Traveler Weekender in Visetos, a style with versatility to match his own.

JASMINE SANDERS – THE TRISHA CROSSBODY

Sophisticated and sensual, German-born model Jasmine Sanders champions the Trisha - the new softer, sexier take on our signature Patricia shoulder silhouette.

KAI HILLEBRAND – THE GUNTA M COLLECTION

German model and skater Kai Hillebrand opts for the Bauhaus-inspired Gunta M Collection, accessorising his minimalist look with pattern & texture.

CHARLOTTE FREE – THE VICTORY FLORAL BOSTON

American musician Charlotte Free sports our classic Visetos Rider Jacket, pairing it with the Victory Florals Boston bag.

Standing alone, MCM's youth depict fearlessness & independence — standing as a team, they pay homage to unity & victory. This is a collection inspired by life -- and for living it.

EXPLORE THE CAMPAIGN                   SHOP THE COLLECTION

CREDITS

Photographer: Tom Johnson

Creative Direction: Jen Brill Studio

Stylist: Jay Massacret

Set Design: Julia Wagner

Models: Charlotte Free; Cordell Broadus; Jasmine Sanders; Kai Hillebrand

DP: Julian Kapadia/John Schmidt

Makeup: Emi Kaneko

Hair: Tina Outen

Manicurist: Alicia Torello

Casting: Greg Krelenstein @ Starworks

Production: Reid Productions

Post Production Services: Eight Weight

Post Production Services for Video: Jeremy Maneval at Consulate NYC

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