German luxury fashion house MCM introduces its Spring/Summer campaign featuring the American chart-topping, multi-platinum singer, songwriter, rapper and creative force iann dior through an interdimensional journey in utopian paradise. The campaign, shot in real and virtual form transports us to a happy, vibrant world, showcasing a fresh perspective on the year ahead, featuring the musical flair of iann dior, alongside an international cast.
“I’m really excited to finally collaborate with MCM on their new Spring/Summer 22 launch since I’ve been a fan of the brand for as long as I can remember. This season gave me the perfect opportunity to align myself with the brand, product and vision – following their 45th anniversary. It’s incredible to not only be the face of the campaign but also to have the chance to lend my sound. “Let You” felt like the perfect track to accompany this shoot since it’s anthemic and reflective but also builds on a brighter future, which is what connects most to this campaign.” said iann dior.
MCM’s Spring/Summer campaign includes still imagery photographed by Reto Schmid and motion directed by Torso with looks created by Haley Wollens. The resulting visuals weave between moments of serenity in nature and the buzz of a city, an intermingling of rural and urban — poolside, adrift in a colorful sea of clouds, or lost in a utopian ‘megastructure’ designed based on the graphics and colors of the season. Borrowing design aesthetics from Superstudio, Memphis, and MC Escher to create a virtual city-space that is anywhere and everywhere – a place yet to exist beyond our fantasy or mental space.
‘The speed at which we move between zones, between urban and rural, virtual and real, feels so natural in this moment, and inspired the shifting landscape in the film, the city folding into a cylindrical society, moving into hyper speed, crossing dimensions, and arriving in the clouds. MCM is constantly evolving, and this season’s collection with the accompanying campaign is a true representation of where MCM is headed. We’re going to be bold, and we’re going to be transformational – working with partners and ambassadors that best represent our future.” Dirk Schönberger, MCM Global Creative Officer.
From structured tailoring & deconstructed silhouettes to strong graphics & fluid cuts, the latest collection illustrates MCM’s DNA of mobility and ease through an assortment that empowers both movement and freedom. Reenforcing the brand’s traditional house codes such as the Visetos Monogram, the collection also expands its range of accessories and ready-to-wear with the house’s newest logo, the Cubic Monogram. MCM introduces Mode Travia – a key new capsule of leather bags with a new signature closure. The iconic Stark backpack joins the path to new beginnings in an upgraded luxe version.
Strong saturated hues in green, pink and yellow juxtaposed by pastel shades of the same family – creating starkly contrasting versions that boldly play with both monograms.
The collection is available now in-store and online at mcmworldwide.com.
Talent: iann dior, Pasha Harula & Dongeyon
Campaign Photographer: Reto Schmid
Campaign Videography: Torso
CGI Creative: Golgotha
Styling: Haley Wollens