MCM

MCM · Holiday 2023 Ad Campaign

For the MCM Holiday 2023 ad campaign, the brand leans into a sophisticated yet playful aesthetic that reinterprets luxury through a lens of graphic minimalism. By emphasizing the interplay of tactile textures—ranging from rich monogrammed leather to vibrant, flowing satin ribbons—the visuals transform classic accessories into the centerpieces of a modern festive narrative. The campaign captures a series of editorial portraits that utilize studio strobe lighting to ensure a crisp, high-end commercial polish, while the composition remains sharply focused on clean lines and bold silhouettes. Creative collaboration is central to this visual identity, featuring elevated art direction from Susie Kim and the expert eye of photographer Sarah Blais. Stylist Monika Tatalovic introduces a dynamic sense of movement through the use of voluminous silk sleeves and draped bows, which harmonize against the architectural clarity established by set designer Eleonora Succi. The result is a series of images that move beyond traditional product photography, utilizing gravity-defying poses and unconventional embellishments to frame the bags as artistic objects. Production by North Six anchors the project, allowing models Michelle Laff and Zhuo Chen to command the frame with a direct, composed gaze. Ultimately, this body of work successfully balances the heritage of the MCM monogram with a fresh, contemporary energy that feels both highly curated and joyfully festive for the holiday season.

MCM · "From München to Mars" Fall 2024 Ad Campaign

MCM boldly bridges the gap between heritage luxury and speculative fiction in its Fall 2024 ad campaign, From München to Mars. Under the visionary creative direction of Katharina Korbjuhn, the project leans into a surreal, cinematic narrative that reimagines the storied fashion house as an interstellar explorer. Photographed by Collier Schorr, the campaign masterfully juxtaposes high-end craftsmanship with the stark, extraterrestrial tropes of space exploration. The imagery oscillates between a polished studio aesthetic and a staged lunar landing, capturing talent including Matt Dillon, Zelda Adams, and Steph Shiu. By placing iconic monogram-printed bags and metallic accessories against backdrops ranging from sterile, minimalist press conference settings to an industrial-inflected yellow taxi cab and dusty, simulated moonscapes, the campaign achieves an editorial minimalism that feels both grounded and otherworldly. The execution utilizes live-action techniques to blend the familiar textures of luxury leather with the cold, reflective surfaces of astronaut suits and corrugated metal structures. Utilizing expert studio strobe and natural light, the visual language underscores a transformation of the classic travel aesthetic into a futuristic odyssey. This commercial endeavor successfully navigates the intersection of fashion and pop culture, transforming the act of carrying a bag into a mission-critical component of a larger, cosmic narrative that feels entirely at home on both terrestrial streets and far-flung planetary surfaces.

Snipes, MCM · Launch Film 'Alt' Intro - Munachi Osegbu

MCM · MCM Worldwide S/S 25

MCM presents its S/S 25 campaign, a fashion-focused project highlighting the brand’s latest luxury accessories and apparel. Photographed by Marcello Junior Dino, the series leans into a polished, commercial aesthetic centered on studio-based editorial imagery. Featuring model Edem Oueslati, the campaign utilises a clean, minimalist backdrop to focus on seasonal textures and patterns. Stylised sculptural elements, including modular platforms and cylindrical props, provide an architectural quality to the composition. The execution relies on bright, even studio lighting to emphasize the craftsmanship of the leather goods and apparel.

MCM · MCM Diamond Fragrance Campaign by Sam Hoffman

MCM introduces its latest fragrance, Diamond, through a campaign captured by photographer Sam Hoffman. The visuals focus on the brand's iconic backpack-shaped bottle, highlighting the signature monogram print and gold hardware against a backdrop of faceted gold and white crystal planes. Developed with creative direction by Tim Holloway, the campaign utilizes 3D render and CGI techniques to create an environment of prismatic light refractions and high-key directional illumination. Set designer Andrew Stellitano crafted the dynamic, geometric setting, while producer Malcolm Mafara oversaw the production of this commercial project.