German luxury brand MCM travelled to Beijing to reveal its Spring/Summer
2015 collection referencing digital art, futurism and technology, all set
against a breathtaking 3D backdrop. Entitled “Game On! Diamondland!”, the spectacular
event was held on October 31 at the Phoenix International Media Centre, a striking circular building designed by architect Shao Weiping. The
new urban landmark opened its doors exclusively for the MCM extravaganza.
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| Welcome to Diamondland at the Phoenix International Media Centre, Beijing |
The Spring/Summer 2015 collection saw MCM going back in
time, on a journey through the Black Forest region and its German heritage. The
Black Forest, a wooded mountain range in southwestern Germany, is the
fantastical setting of classic Grimm brothers' fairy tales, as well as cherry
cake and interesting traditional style.
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| Above and below: Models on the catwalk |
The Diamondland show took inspiration from the diamond in
MCM’s monogram, which symbolises value, strength, durability and beauty. The brand’s
emblem is also inspired by the diamond-laden Bavarian flag, which symbolises
the legacy of Munich, MCM’s hometown, and the Bavarian states. Another source
is the Wittelsbach diamond, purchased by King Philip IV of Spain in 1664, which
came into the Wittelsbach family when Leopold I’s granddaughter married Charles
of Bavaria. Lastly, the diamond is also inspired by the diamond suit of
traditional playing cards which was an essential travelling companion during
the illustrious age of travel.
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| A model (right) showcases a metallic backpack |
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| A model wears a striking evening gown with sneakers |
Throughout the show and thanks to a beautifully staged
installation, MCM revealed the evolution of its diamond motif in four chapters,
each different and offering bold narratives and multi-sensory effects.
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| Top model Soo Joo |
The star-studded front row was graced by global celebrities
such as Elizabeth Jagger, top model Soo Joo, South Korean actress Claudia Kim,
Chinese actress Zhou Xun, actor Dou Xiao, fashion blogger Wang Yangming,
Chinese diving queen Guo Jingjing, international fashionistas Bip Ling and
Hanneli Mustaparta as well as modern artist Hang Chunhui.
After the catwalk show, guests enjoyed an after party designed
to simulate entering a diamond with light refractions. A thrilling performance from British indie pop singer VV Brown ended the memorable night.
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| Chinese actress and singer Zhou Xun |
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| From top left: Claudia Kim, Bip Ling, Lizzie Jagger and VV Brown |
