MCM has drawn on Baroque splendour for its Autumn/Winter 16 collection. Dubbed “a showcase of opulence, creativity and freedom”, the
Munich Epoch collection celebrates the brand’s 40th anniversary while
revelling in the rich visual heritage of its German roots.
Following last season’s Munich Disco campaign, MCM
reinterprets the glamour of travel with a nod to the German city where it was
established. Once again collaborating with celebrated photographer Alasdair
McLellan and stylist Joe McKenna, the campaign references the grandeur of
Munich’s Baroque period: a time of unparalleled sophistication across art, music
and architecture.
Capturing energy, vibrancy and attitude, the A/W16 campaign
is shot on the street to highlight the statement style of the collection. Drawing
on MCM’s East-meets-West heritage, the company cast models-to-watch Bom Chan
Lee (who grew up in Korea before moving to London) alongside German Adrienne
Jüliger and Line Brems from Denmark.
Taking the same inspiration for the season’s campaign film,
McLellan and McKenna shot the trio on the outskirts of a party in a luxurious
mansion. A classic track by Giorgio Moroder, whose pioneering work with Donna
Summer and Oasis Records sound-tracked and helped define Munich’s second golden
age, defines the upbeat and irreverent mood.
