Emerging from an era of innovation and a defiant ethos that characterized Munich during the late 1970s, the label encapsulated the spirit of “L’enfant terrible.” It autonomously curated the finest accessories for the emerging class of influential, boldly opulent jet-set patrons, propelling MCM to international stardom.
The campaign establishes a bridge between MCM’s historical roots and its contemporary essence, subtly nodding to the 1996 campaign that also showcased Cindy, lensed by the legendary Herb Ritts. Expertly captured by Juergen Teller, the campaign brilliantly encapsulates MCM’s timeless, age-defying, and boundary-breaking spirit, mirroring the very essence that defines the brand’s current spirit.
The campaign establishes a bridge between MCM’s historical roots and its contemporary essence, subtly nodding to the 1996 campaign that also showcased Cindy, lensed by the legendary Herb Ritts. Expertly captured by Juergen Teller, the campaign brilliantly encapsulates MCM’s timeless, age-defying, and boundary-breaking spirit, mirroring the very essence that defines the brand’s current spirit.
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