MCM introduces its Spring/Summer 2024 campaign with English actress, model, and previous V cover star Cara Delevingne and South Korean model Xu Meen as the faces for the house’s latest visuals. The campaign marks the inaugural introduction of MCM’s “mavericks”, a nickname for the tribe of like-minded creatives and young style trendsetters that represent the German luxury fashion house.
Delevingne and Meen represent the brand’s essence of diverse and dynamic rebels who follow their own true north. Embracing movement and the rule-breaking heritage of MCM, the campaign welcomes a new community to bring a fresh perspective to the brand.
“The campaign is indelibly tied to our purpose, which is to inspire and equip 21st century mavericks to live a life of their own design and aspiration, inspiring a global movement of sophisticated rebellion,” says Sabine Brunner, President and Brand & Commercial Officer at MCM. “MCM is made for individuals who share our rebellious spirit and desire to be different yet go their own way in the world while making the world their own. It’s about discovering what’s new and creating what’s next.”
A collaboration of talent past and present, the SS24 collection is a bold statement of casual glamour with classic style substance. Taking the lifestyle approach, the newest lineup combines ready-to-wear, leather goods and new footwear designs to emphasize movement and blur the lines between leisure and workwear. Using classic brand codes and maintaining versatility, the collection is as rebellious as the spirit of the MCM mavericks.
Discover more at mcmworldwide.com.