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Lux German brand MCM keeps nostalgia alive while looking towards the future. Featuring supermodel Cindy Crawford, their latest Autumn/Winter 2023 campaign, spotlights the brand’s latest bag, the Mode Travia crossbody.
A reference to their past, Crawford sits juxtaposed against a caramel mound of classic leather styles — the backpack, the shopper, and the tote. Initially shot by Herb Ritts in 1996 and reimagined by legendary director Fabien Baron of Baron & Baron and Juergen Teller, the images are meant to capture MCM’s ageless spirit as they celebrate more than four decades of time-tested handbags.
Buy Mode Travia Shoulder Bag $1,390
“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,” notes Crawford, Baron adding, “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.”
The brand, which was born in 1976 during an age of bright lights and jet-setters, has managed to leverage its history of ostentatious fashion over the years. During the end of punk and the beginning of disco, when clubs like Studio 54 became havens for queer nightlight, their flashy designs initialized the logomania fad that would catch on years later. They became the go-to bags for a new, unapologetically flashy clientele. But as MCM looks ahead with the Mode Travia crossbody and to “reposition with a new direction,” as stated by Sabine Brunner, President & Global Brand Commercial Officer, the company promises a breath of fresh life for the new shopper.
“This new campaign is an important next step. 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 we are taking to elevate the future of MCM,” Brunner concludes.
