MCM has launched Punk Ethos, a punk-inspired Spring/Summer
17 collection that draws on the attitude of the era for its designs. Described
as a juxtaposition of luxe elements and
an edgy rawness, the seasonal collection is all about saying ‘this is who I am,
not who you want me to be’.
Taking cues from the playfulness of the punk era, the DIY
aesthetic and cut-and-paste visuals, the SS17 video, shot by emerging
photographer Mel Bles and styled by Celestine Cooney, is a fast-paced and
dynamic short. Set to the iconic Connection by ‘90s rock act Elastica, the film
encompasses all that we love about punk – youth, freedom, rebelliousness and
creativity.
 |
| MCM's Punk Ethos campaign for SS17 |
Bold and forthright direction
Energy, vitality and colour are at the core of the
visuals shot by Bles and Cooney and starring German model Lina Hoss and Erik
van Gils.
The latest MCM campaign presents a sense of immediacy
that feels truly contemporary, rather than nostalgic. Adding a digital ‘glitch’ to the imagery, the punchy
campaign visuals take MCM in a bold and forthright direction – a call out to
its audience of millennial global nomads who live life on their own terms.
 |
| The campaign imagery features a digital glitch |
Holographic leather backpack
SS17 bags include the Milla Pearl Studs Tote, which
presents a punk-inspired façade, crafted with rows of hand-applied faux pearls
and spikes on a background of foil-coated, grained pink razor cowhide.
Meanwhile, a mix of heritage design and holographic
leather defines the look of the Cyber Flash backpack. Made from black coated
canvas, the bag contrasts MCM’s signature Visetos print against molded silicone
appliqués for a graphic punch. For added versatility, the front pocket zips off
to create a separate crossbody or clutch.
 |
| The SS17 collection features backpacks with a graphic punch |
