German luxury label MCM takes center stage with the revelation of its Spring/Summer 2024 campaign, featuring the dynamic duo of “style mavericks”—Cara Delevigne and South Korean model Xu Meen. Captured by Craig McDean and styled by Karl Templer, the campaign aims to embody the essence of modern MCM clients: “diverse and dynamic digital nomads who follow their own true North.”
Sabine Brunner, President and Brand & Commercial Officer at MCM, expressed the campaign’s connection to the brand’s purpose, stating, “The campaign is indelibly tied to our purpose, which is to inspire and equip 21st-century mavericks to live a life of their own design and aspiration, inspiring a global movement of sophisticated rebellion.” Brunner emphasized that MCM is tailored for individuals who share a rebellious spirit and a desire to be different while navigating the world on their own terms.
The promotional imagery serves as a spotlight for MCM’s Spring/Summer 2024 collection, strategically crafted with a “lifestyle approach.” This comprehensive line encompasses ready-to-wear pieces, leather goods, accessories, and introduces new footwear silhouettes. Notable accessories in the collection include the XL Visetos Diamond Tote, the Aren Shoulder Bag, and the Starck Tennis Backpack. The ready-to-wear selection features sharp sports coats and double-breasted tuxedo jackets, reflecting the brand’s commitment to diverse and sophisticated fashion.
Witness the allure of MCM’s Spring/Summer 2024 campaign, starring Cara Delevigne and Xu Meen, in the captivating gallery above. The collection is now available for purchase online and in stores, inviting fashion enthusiasts to explore and embody the spirit of sophisticated rebellion in every ensemble.
