Dubbed Hypertechnoreality, the campaign stars actor Aaron Altaras, artist and producer Pricela, writer and aspiring businesswoman Céline, and skater Yannick Zhou.
The collection centres on clean-cut tailoring, deconstructed sportswear, and functional innovation.
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| MCM's new logo play for AW20 |
“This collection is the beginning of a journey to real and virtual places – taking inspirations from both realms,” said Dirk Schönberger, Global Creative Officer of MCM. “In a mix of those cultural influences, we clash traditional tribal graphics with silhouettes inspired by Japanese garments to create a fresh take on tailoring and the modern street uniform.”
Highlights are eco-friendly nylon ready-to-wear and a new logo play. The convertible pieces are designed to be worn on their own or layered. Logo-laden denim is paired with streetwise high- and low-top sneakers. This season, the letters MCM are colourfully glitched on handheld accessories, or turned into 24k shiny gold closures.
Berlin street culture is also realised throughout the assortment. Berlin Bear paws appear on new T-shirts, with some styles spray-painted in bright graffiti to disrupt the muted hues of winter. The brand’s signature cognac colour is repurposed on accessories, while house codes get sleeker finishes and new Visetos colour options. Mini and x-Mini bags are designed to stack atop larger ones or link together for extra storage.
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| Eco-friendly nylon ready-to-wear |
Key looks this season include the Logo Glitch shopper made with a translucent body and a linen-cotton canvas insert. Mini versions have crossbody capability via a removable leather strap. Graphically, the standout pieces are a body-skimming jacquard long-sleeve top in digitised geometry with matching skirt and leggings options.
Lastly, a fully functional and unisex quilted down coat expands the outerwear category.
Continuing sustainability efforts led by SS20’s underwear collection, the Terrain Lo sneaker debuts in specially developed organic cotton canvas with a recyclable rubber outsole, and chrome-free tanned leather.
“Hypertechnoreality defies convention, redefines borders, crosses cultures, and blurs gender in an interconnected limbo wired between time and space,” said MCM.
The AW20 campaign was photographed by Timothy Schaumburg, with Sabrina Hubert as Creative Producer.
