MCM Takes Flight in New SS19 Campaign

MCM Takes Flight in New SS19 Campaign

The collection is luxury meets streetwear in the most vibrant way possible.

The collection is luxury meets streetwear in the most vibrant way possible.

Text: Erin McDowell

German luxury brand MCM just released its Spring/Summer 2019 campaign, and it's certainly one for the books. The campaign comes as a continuation of MCM's partnership with 032c, a Berlin-based creative powerhouse that assisted in styling and directing the overall aesthetic for the aeronautical inspired campaign. The collection of images for the Spring/Summer campaign clearly depict the creative inspiration for the collection — movement, dynamic use of color, and a modernist approach to ready-to-wear garments.

In shooting the collection, 032c's founders and creative directors, Maria and Joerg Koch, sourced their inspiration from the "collection's narrative of travel, mobility, and limitless freedom." For them, the "concept of ‘Luft,’ [the German word for 'air'] expresses not only the liberty one feels when traveling, but also the sense of adventure." The Kochs celebrated that combination of form and function in the described "high-octane campaign that is dynamic as it is playful."

The travel-inspired campaign images feature bursts of vibrant color with items ranging from cerulean logo backpacks to bright orange windbreakers perfect for a trek through the desert or down the street. Billowing nylon parachutes highlight the collection's oversized silhouettes and the intrinsic movement of each and every piece. The collection is effortless and in-line with the latest in streetwear trends while staying true to its luxury roots. Standout pieces from the collection include tracksuits covered head to toe in the MCM logo and a wide range of accessories that fit perfectly into the wearer's environment. To view images from the aviation-inspired campaign, check out the slideshow below.

The collection is now available in stores and online.

Credits: Photography by Jonas Lindstroem

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