MCM has unveiled its long-awaited collaboration with rising
UK designer Christopher Raeburn at a star-studded show attended by VIPs and
celebrities such as will.i.am, model-of-the-moment Lucky Blue Smith and fashion
doyenne Suzy Menkes.
The launch of Raeburn’s Spring/Summer 2017 capsule
collection of apparel and accessories celebrated MCM’s 40th anniversary. The dramatic,
powerful presentation was held in London during the London Collections Men
fashion showcase and was live-streamed on the web and new mobile platforms to
millions around the world.
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| Above and below: Models and guests at the MCM X Christopher Raeburn collection showcase in London |
Designed for today's global nomads
The immersive 360-degree digital presentation was orchestrated
by pioneering design studio Universal Everything, while the soundtrack was by
rising London duo Raime. Models – including tattooist and MCM’s Autumn/Winter 15
campaign star Noma Han – walked through a series of stunning pop-digital
weather systems, waves and projections representing the company’s journey and
the art of travel.
Themed around the concept of Made to Move, the MCM X
Christopher Ræburn collection seeks to redefine modern travel for global nomads
through the use of innovative design, technical fabrics and sustainable
materials. Drawing on his signature “Re-Made” style, Raeburn reimagined MCM’s
signature Cognac Visetos canvas and other classics for today’s millennial
travellers.
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| Celebrity guests included Wei Chen, will.i.am, CL Lee, Lucky Blue Smith and Pyper America Smith |
Celebrity guests and VIPs
Front row guests included producer and rapper will.i.am,
songstress CL Lee, Chinese pop singer and actor Wei Chen, and models Winnie
Harlow, Lucky Blue Smith and Pyper America Smith. Also in the crowd were
legendary fashion journalist Suzy Menkes, GQ editor Dylan Jones, model Rafferty
Law, Details style director Eugene Tong, Hong Kong Tatler editor-in-chief
Claire Breen Melwani, style blogger Victoria Magrath, musician Tian Mayao,
model Toby Huntington-Whiteley and entrepreneur Justin Ng.
After the show, MCM’s Chief Visionary Officer Sung-Joo
Kim joined Christopher Raeburn on stage in acknowledging the models and guests.
“I found it thrilling to collaborate with a like-minded
brand that shares my passion for innovation and sustainability,” said Raeburn.
“Together, we have created a new vision of travel and luxury for the 21st
century global nomad.”
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| The unisex collection of travel essentials features sustainable fabrics |
Three new prints
The unisex collection features classic pieces such as
trench coats, parkas, bombers, and riding jackets, providing travel essentials
with a mix-and-match twist. T-shirts, sweatshirts and trousers were executed in
three new prints: Splinter Camo, a fresh take on camouflage; Sonic Wave, an
interpretation of the MCM logo in sound waves; and Quilted M, a graphic and
abstract interlocking pattern.
In honour of Munich, the birthplace of the MCM brand,
Raeburn reinterpreted the colours of the Bavarian flag and executed the collection
in a youthful palette of dove grey, crisp blue, and lemon yellow.
Accessories included modular three-in-one bags that can
be customised. Taken from MCM’s signature backpack and inspired by military
repurposing, they are designed to serve multiple purposes for numerous
occasions. The core day bag features a carry-on handle that can be zipped
together on a yoke system and worn as a backpack. In addition to the 25-piece
collection, the show also featured Spring/Summer 2017 MCM accessories, such as
bags, sneakers and sunglasses.
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| Backpacks and day bags can be customised |
New materials
The collection also incorporates new materials such as
Schoeller four-way stretch, which is scratch-resistant, water- and dirt-repellent,
and contains a UV stop. Other sustainable fabrics include Ecoalf Nylon, which
is made of recycled bottles while maintaining a sense of luxury and quality.
All fabrics in the collection meet the criteria of the bluesign system for
sustainable textile production.
The presentation was live-streamed across a host of
global social media channels as well as the mcmworldwide website. For the first
time ever, the label streamed a fashion collection via a mobile platform
directly onto users’ phones. The presentation was also broadcast through the
emerging Korean mobile app V-live and the Chinese version XianDanJia, which
function much like TV channels in Asia.
Commenting on the collection’s inclusiveness, MCM’s Chief
Visionary Officer Sung-Joo Kim said after the show: “This collection represents
a new direction for MCM as a new-school luxury brand. The collection transcends
seasons and genders – anybody can wear it.”
The 25-piece collection will be available in MCM boutiques,
online and in selected multi-brand stores from January 2017.
The MCM X Christopher Ræburn collection marks the first
of several bold strides MCM is undertaking after having recently committed to
becoming fully sustainable by 2020. The announcement was made during the Condé
Nast International Luxury Conference in April, where MCM also announced its
partnership with (RED) by committing to a contribution of $10m across the next
decade to support the organisation’s global work.
