German luxury brand MCM has turned to the world of music for its Autumn/Winter 2018 Avatar Campaign.
Shot in Berlin by German photographer Thomas Lohr and styled by 032C magazine’s Marc Goehring, the campaign is a celebration of next-generation creativity, and a tribute to the bold, free and creative, according to the brand.
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| US rapper Rich the Kid stars in MCM's AW18 campaign |
The hip hop-inspired alternative reality features US rapper/producer Rich the Kid and techno DJ and Instagram star Sita Abellan.
The collections span leopard print and music themes. With branded silhouettes that include soft calf hair, crystals and metallics, the MCM Leopard Collection celebrates individuality and confidence.
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| DJ and Instagram star Sita Abellan rocks the MCM Cassette Collection |
In celebration of MCM’s legendary relationship with music, the Cassette series features iconic images of cassettes, vinyl records and old-school mixing boards. Vibrant, youthful, and musically inspired, the collection celebrates the creativity, boldness and attitude of rock stars and creative vanguards alike.
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| Introducing MCM Leopard AW18 |
Using classic Bauhaus typography with vibrant colours, Das Ist MCM (This Is MCM) is described as a proud statement of MCM’s German heritage and a tribute to its design ethos of form and function.
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| MCM AW18 celebrates creativity and confidence |
