Iconic Supermodel Cindy Crawford is the Face of MCM's Latest Heritage Campaign
Referencing her 1996 campaign for the German luxury label, the new campaign under the creative direction of legendary Fabien Baron of Baron & Baron pays homage in its own unique and modern way.
German luxury fashion label, MCM is embarking on a journey back to its roots in its Fall/Winter 2023 campaign, as the iconic supermodel Cindy Crawford graces its visuals after over a decade. Accompanying this return to the roots is the unveiling of a fresh and novel brand logo.
A collaborative effort with the esteemed creative director Fabien Baron from Baron & Baron, this campaign encapsulates an air of youthful maturity paired with an unapologetic demeanor. It portrays the legendary supermodel in a tableau of elegance, cradling the latest Mode Travia crossbody, crafted from lavish leather. Against a backdrop of MCM's most iconic caramel-toned bags, Crawford exudes a timeless allure. The lens of Juergen Teller, the campaign's photographer, seamlessly melds MCM's present with its past, subtly referencing the 1996 campaign in which Cindy was also featured, lensed by the late and illustrious Herb Ritts.
Detailing the significance of this new campaign, Sabine Brunner, President & Global Brand and Commercial Officer of MCM Global AG, elaborated, "‘This new campaign is an important next step in our repositioning with a new brand direction which we first introduced at Milan Fashion Week this past June. With Cindy, we celebrate the classic heritage codes that helped to define us." She went on to elaborate, "Exploring our past with Cindy Crawford is a strong reminder to our audience of the brand’s iconography—and at the same time, it sends a message about the steps that we are taking to elevate the future of MCM."
Fabien Baron, the visionary creative director of this campaign, expressed, "Working with her [Crawford] is working with a true professional, and I appreciate the tenacity and knowledge she brings to any project. Secondly, Juergen Teller a true artist that brings an undeniably unique and infamous perspective to his work. Together we were able to create imagery that will mark the start of a new era for MCM."
Seeing the new logo amidst the backdrop of the old one does highlight this new direction for the German label, particularly known for their logomania aesthetic and distinct accessories. Brunner also mentioned in a press statement that MCM will be debuting new iterations of their classic leather goods and a refreshed assortment of ready-to-wear pieces for their Spring/Summer 2024 collection, which will make its debut in the upcoming Milan Fashion Week.
