MCM DROPS BOLD, DYNAMIC AW18 AVATAR CAMPAIGN SET IN THE BRAND’S HIP-HOP INSPIRED ALTERNATIVE REALITY
This season the German-born label, founded in Munich 1976, creates a Hip-Hop inspired alternative reality navigated by US-based rapper/producer Rich the Kid and techno DJ and Instagram star Sita Abellan.
A fully ‘MCM’ decked out avatar also makes an appearance, watching over the duo and guarding them on their other-world journey.
Devised by creative team Joerg and Maria Koch, founders of 032C magazine, the characters represent a dynamic and youthful interpretation of MCM’s AW18 collection concept.
“The MCM collection is influenced by hip-hop and we wanted to celebrate that, bring it to now and then really add some futuristic ideas. The avatar is a guardian for total peace” says Joerg and Maria Koch.
Continuing the brand’s ongoing investment into emerging global creative talent, MCM chose to work with the Berlin-based style and culture magazine 032C team because of their informed, intelligent and fresh aesthetic.
“Berlin is an epicentre of creativity today, as Munich was when MCM was born. Today we celebrate the talent and energy that is coming from this new cultural capital. 032C is not only one of the most important creative platforms visible in Germany and Europe today, but also globally. We feel a deep affinity with their vision,” explains Sung-Joo Kim, Chief Visionary Officer, MCM Worldwide.
Shot in Berlin by German photographer Thomas Lohr and styled by 032C’s Marc Goehring, the campaign is a celebration of next generation boundary-pushing creativity, matching perfectly with MCM’s own dynamic personality.
Talent: Rich the Kid & Sita Abellan
Creative Direction: Joerg & Maria Koch
Photographer: Thomas Lohr
Stylist: Marc Goehring
Hair: Ramona Eschbach
Make Up: Patrick Glatthaar
Set Design: Torsten Münch