MCM has always been a vessel for musicians to enter mainstream fashion ever since the ‘80s, standing out in a sea of beiges and blacks and having been plastered over music’s finest for the world to see. Fast forward to the new millennium, under the directorship and creative lens of Dirk Schoenberger, we’ve arrived at the house’s Spring/Summer 2022 campaign starring multi-platinum singer and rapper iann dior. Shot in both real and virtual formats, MCM devotees are seemingly transported to a new oasis where one can uncover the next generation of fashion, music, and technology–all set to the tunes from Iann’s new album, On To Better Things. Photographed by Reto Schmid and motion directed by Torso, all styled by the hands of Haley Wollens, the new campaign explores the creative entity within us all, set in a technicolor metropolis where one is encouraged to go beyond one’s fantasy.

With the arrival of the new campaign, VMAN’s Kevin Ponce spoke to Iann and Dirk to discover more about the journey of the campaign partnership and how the new ethos of MCM is evolving for a new tomorrow.

VMAN: Hey Dirk! Could you tell us what was it about iann that inspired you to include him in the campaign? 

Dirk Schoenberger: iann is highly collaborative and inspires through his music acknowledging life experiences and incorporating creatives across different genres.

VM: What was the overall inspiration for the journey featured in the campaign? 

DS: The first thought was to create something optimistic, dreamlike–we continued our journey between the real and virtual worlds that we have started a few seasons ago. We started the collection when it was not clear what would be a year later – the idea was to create a happy utopia and we were inspired amongst others by Miami Art Deco and the colors of summer–this was brought into the campaign with a slightly surreal twist. Our campaign talents are moving around in an environment where the laws of gravity don’t apply, creating this light, fun, playful spirit.

VM: Did the technology play into the narrative and help direct the concept?

DS: Absolutely, instead of simply showcasing this new collection through visual representation, we wanted to create an experience. Borrowing design aesthetics from Superstudio, Memphis, and MC Escher, we created a virtual city-space that is anywhere and everywhere – a place yet to exist beyond our fantasy or mental space. It showcases evolution and crosses dimensions, yet we can all picture ourselves through this lens.

VM: Are there any new accessories, silhouettes, or prints that we can expect to see this season?

DS: SS22 is representative of vibrant colorscapes, bold graphics, and innovative silhouettes. Our heritage classics are a mainstay, but this season we moved into new territories of creativity when it came to textiles, hues, and features.

VM: Following the brand’s 45th anniversary, how does this new campaign reflect the re-energized ethos of MCM?

DS: After bringing to life a new cubic monogram logo late last year for MCM’s 45th anniversary, this campaign we moved further into a new era of style and design for the brand. We’ve connected moments of serenity in nature with the buzz of a city, an intermingling of rural and urban — poolside, adrift in a colorful sea of clouds, or lost in a utopian ‘megastructure’ designed based on the graphics and colors of the season.

VM: MCM has always been a creative hub for new musical muses—what does the inclusion of having iann dior represent for the future of the house? 

DS: The inclusion of iann dior in our SS22 campaign nods to the brand’s ability to extend beyond the classic styles we’re best known for. Celebrating our 45th Anniversary last year enabled us to reflect, and in the future, we’re going to be bold, we’re going to take chances, and we’re going to be transformational. iann represents that evolution and allowed MCM to lean into a full sensory experience this season.

VMAN: Hey Iann! What was it like to be shot for the campaign?

Iann Dior: It was an incredible experience to do the shoot for this MCM campaign in person. It was my first time leaving the US and going to Berlin, and Hamburg was amazing and really inspired me creatively.

VM: What’s your earliest memory of the MCM brand?

ID: When I was growing up and saw so many of my favorite rappers and artists rocking the brand, I immediately wanted to know what MCM was and ever since then I have been a fan.

VM: What is it about the world of MCM that excites you?

ID: My favorite thing about MCM is that they’re not afraid to take risks and play with different textures and color palettes. Everything from the signature brown and black leather goods to this collection which is light and more colorful. I also appreciate that they incorporate things like stuffed animals and other décor products into the styling and design. That’s part of what connected with me most.

VM: You’ve lent the sound of “Let You” to accompany the campaign—why was this track the perfect song to use for the project?

ID: This song is about reflecting and looking towards a brighter future. It’s a really personal track for me and I felt that it connected well with the direction for the Spring/Summer MCM campaign, the best of all of the tracks from my new album On To Better Things.

VM: What can we expect from your latest album? How has your musical sound grown over the past few years since your chart-topping debut in 2020?

ID: This album is really showing growth for me musically and personally. It’s reflecting on a difficult time for me and my path forward so I’m super proud of it. I was also able to work with my brothers Machine Gun Kelly and Travis Barker and have Lil Uzi Vert on a record too. I’m excited that my fans get to hear more of my alt-rock side on this album. A lot of this project was crafted on how I was feeling on any particular day which allowed me not to be boxed into one genre or sound.

VM: Do you have a favorite track from the new album?

ID: “obvious” with Travis Barker is my favorite track for sure. It literally just flowed out of me when I was in an altered state. This was the song that made me realize I didn’t love myself, so I needed to change that. It’s hard to be around someone who never learned to love themselves so it was letting out that raw emotion that got me to a place of realization and starting to work on that.