MCM'S YOUTH DRIVEN TRAVEL WEAR ARRIVES IN FLORENCE
MCM presented a new collection of chic, unisex, travel-friendly clothing at Italian menswear summit Pitti Uomo. Travel and mobility always inform their collections, and this one, nicknamed “Luft,” the German word for ‘air,’ is no exception.
The SS19 collection is a vibrant, youthful and utilitarian offer, designed with both statement and functionality in mind and presented via a powerful and immersive show. Inspired by air-based sports such as skydiving, both key to the collection itself, guests experienced a multi-sensory runway that took them on a journey through the clouds. An atmospheric, tropical storm opened the show, leading into an audio/visual immersive presentation that referenced the collection’s concept. Freedom of movement and spontaneous travel were visualized through storms, clouds and blue skies. Their plastic crop-tops could be worn in the rain; long-line PC raincoats with straps fashioned after skydiving gear look like extreme sports for time travelers and flowing parachute cargo pants are as perfect for jungle walks. As the finale of the show clouds moved back to form rain, creating a pillar of light and moisture in the centre of the space which then dissolves into clear blue sky, with models regrouping to allow the audience to get a close-up view.
The title of the Spring/Summer 2019 collection, Luft, meaning air in German, is a celebration of freedom o f movement and hands-free travel. Focusing on air-based sport, the silhouettes draw on utilitarian uniform with skydiving as one of the core inspirations.
Following MCM’s heritage in travel, a key focus is on accessories. Backpacks come in leather, nylon and silver rip-stop, the ‘parachute’ backpack transforms with details that allow customisation by the wearer, with endless hooks, tags and charms.