MCM is synonymous with its distinct prints, punctuated by a signature Cognac Viseto logo. In its Spring/Summer 2024 collection however, the German fashion brand blends its longstanding house codes with the evolving style of digital nomads. The accompanying campaign, dubbed Made for Movement, is a nod to these 21st century jet-setters.
Increasingly, this category is represented by young professionals not bound to a single location or creative endeavor. MCM calls their in-house mascots of this trend "mavericks." The inaugural duo are models Cara Delevingne and Xu Meen.
“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,” says Sabine Brunner, MCM's president and brand and commercial officer. “MCM is made for individuals who share our rebellious spirit and desire to be different while making the world their own."
The collection, focused on versatile and multifunctional designs that effortlessly make the transition from the workday to the night, offers a range of ready-to-wear leather goods and accessories, as well as new footwear designs, most of which feature MCM’s signature Visetos and Lauretos motifs. Standout pieces include double-breasted tuxedo jackets, the XL Visetos Diamond Tote bag, and new Laurel flats.
“I was honored when MCM asked me to star as their first ‘Maverick,'" says Delevingne in a statement. "I’ve long admired MCM for their bold and rebellious spirit, and it’s exciting to be included in their next chapter.” The collection, which launched earlier this month, is now available in stores and online, for anyone who will soon need to jet-set in style.
