Tate McRae Leads MCM’s SS23 Campaign with Sony Music’s FILTR Platform

Tate McRae Leads MCM’s SS23 Campaign with Sony Music’s FILTR Platform

Tate McRae Leads MCM’s SS23 Campaign with Sony Music’s FILTR Platform

MCM and Sony create a new type of fashion campaign inspired by music, media and more

MCM and Sony create a new type of fashion campaign inspired by music, media and more

Text: Payton Turkeltaub

Inspiration is the subject at the forefront of MCM’s latest campaign as they partner with Sony Music Entertainment’s FILTR music platform to create “A FILTR Take” – an unconventional take on a traditional fashion campaign that blends together both fashion and music. And who better to tap as MCM’s creative partner for the collaboration than 3x Platinum singer songwriter Tate McRae – an artist representative of  a new generation of musicians who are reshaping the music industry today. 

The “You Broke Me First” singer and MCM collaborated on creative concept and interpretation of the collection, ultimately creating two full-length performances contained in two episodes on FILTR. The partnership brings two steeped in music together; MCM’s 1976 inception during the revolutionary discotheque and rock & roll era created a brand that is not only fashion-forward but culturally and musically in the know. 

“It was such an honor to work with MCM. Not only was shooting the whole campaign on film a dream for me,” said Tate McRae, “Working with a brand I’ve loved for years while highlighting only my raw and authentic self was such an inspiring experience.” 

Launched on January 19th, episode 1 features McRae performing her hit “she’s all i wanna be” in a full MCM outfit – the Plisse skirt, Intarsia knit top and Aren backpack all embody the brand’s focus on the bold, the rebellious and the aspirational, while bringing a distinctly cyberpunk-inspired aesthetic that allows the brand to revolutionize their classic designs. In the upcoming episode 2 launching on February 16th, the singer performs her latest single “uh oh” while donning a cyberpunk blazer and the Mode Travia Shoulder Bag, as the video showcases an assortment of other new leather bags as well.  

MCM’s SS23 collection features three distinct capsules: Meta Safari, Cyberpunk and Meta Ocean, all of which hark back to the brand’s identity as the destination for dreamers, creatives and digital natives. This collection reflects MCM’s millennial and Gen Z customers as genderless, ageless, empowered and unconstrained by boundaries, creating a final campaign that is daring, multi-faceted and unlike anything we have seen before. 

Discover MCM’s SS23 campaign and collection now at MCM stores and mcmworldwide.com.

Credits: Images courtesy of MCM

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