The new collection continues the brand’s virtual journey, from lush Arcadian landscapes to far-reaching tundras. “Natural elements merge with the virtual to forge a utopia where fantasy and reality coexist,” says MCM. (Can MJ Rabbit come too?)
MCM’s letters, styled in a tech font, overlay the classic Visetos monogram. The graphic elements combine the hues of sky, land and sea.
“Tech flowers bloom with a new spirit of spring, and through this digital conversion, we're reminded of nature's irreplaceable beauty,” MCM enthuses.
Dirk Schönberger, MCM's Global Creative Officer, explains: “We wanted to create a collection which celebrates our heritage as well as the stories we share from one generation to the next.”
Credits for the SS21 collection are as follows:
CGI lead artist: Manuel Carvalho; Lead photographer: Mathilde Agius; BTS photographer: Julien Tell; BTS videographer: Stini Röhrs; Stylist: Marc Goehring; Talent: Aria Lilith, Désiré Mia, Yuuki Tang, Aselia Toktorova, Deborah Doeson; Music: Hye Jin Park.
