AUTUMN / WINTER 2017
“Live bold. Be fearless. Move freely.” For Autumn / Winter 2017, MCM celebrates the energy, valiance and attitude of irreverence through a vibrant architectural aesthetic.
Starring German models Lena Hardt & Max Eicholzt and shot by Dutch Photographer Viviane Sassen, the AW7 campaign defines a contemporary mood that is distinctly Bavarian and undeniably bold. The exclusive video reinterprets the attitude of independence and essence of discovery through retro-futuristic cut-paste visuals, captured in a vibrant Bauhausian colour palette. Photographed outdoors in the streets of Berlin, the campaign nods to MCM’s heritage in travel, depicting strong poses across dynamic visuals symbolising fearlessness and strength of character.
From muted tones to discreet camouflage patterns, the Autumn / Winter 2017 collection explores understated minimalism and restrained elegance featuring elaborate patterns against clean, subdued colourways. Brave, original and uncompromising in style, the latest collection proclaims an outspoken optimism and to never shy away from a statement accessory. Live Bold.