Hip hop artist A$AP Nast enters MCM M’ETAVERSE

Just days after announcing rapper Lil Ghost as its new Chinese brand ambassador, MCM has unveiled hip hop musician A$AP Nast as the face of its Autumn/Winter 21 collection.

The latest collection is part of the German luxury brand’s 45th anniversary campaign and spotlights the musician in MCM’s M’ETAVERSE. The M’ETAVERSE is described as “uniting multiple lives at a singular point, creating a nexus between the natural, virtual and communal worlds. A realm where contrast equals harmony”.

The campaign stars – A$AP Nast (pictured above), digital creators Stella Lucia and Kiddy Akita and model Lukas Marshall – navigate the M’ETAVERSE sporting the season’s leather goods in vibrant hues inspired by the sights, flavours and emotions of travel. The colours are digitally enhanced, resulting in tones that excel in the virtual and physical worlds alike, MCM said. Italian leather and embossed Spanish leather function as textured canvases for these upgraded shades, adding another layer of sensorial delight.

Through a mix of structured tailoring and deconstructed silhouettes, the elevated looks of the 45th anniversary apparel collection seek to epitomise the past and future of MCM. The styles are also designed to represent the modern individual.

The campaign introduces MCM’s new Cubic Logo and emphasises the timeless nature of MCM’s signature Visetos material, consisting of letters, laurel leaves and Bavarian diamonds. True to its nomadic roots, the heritage monogram graces miniature Boston bags inspired by archival luggage and modular crossbody bags for multi-occasion use.

In addition, MCM has revamped the classic crest with the Color Splash Visetos line. The codes shine brightly on black leather goods, aiming to “project starry optimism akin to a polychromatic night sky”, according to the brand.

The M’ETAVERSE also embodies MCM’s commitment to sustainability through the introduction of responsible fabrics. Tailored silhouettes are made from cruelty-free virgin wool. Recycled nylon and polyester outerwear seek to combine quality and performance, while regenerated cashmere and plush eco fur are also featured. Classic tops and sweatshirts round out the ready-to-wear line in organic cotton – farmed without the use of chemicals in order to minimise damage to the environment.

See the A/W21 campaign video: https://us.mcmworldwide.com/en_US/collections/autumn-winter-21

MCM goes on tour with Chinese rapper Lil Ghost

MCM has tapped Chinese rapper Wang Linkai (Lil Ghost) as its brand ambassador in China, as it seeks to appeal to younger customers in its 45th anniversary year.

The award-winning singer and producer stars in the German luxury brand’s Autumn/Winter 21 campaign, wearing collaborative apparel and accessory styles that unite the realms of music and fashion. A YouTube video is now live at https://www.youtube.com/watch?v=2eRV4cIi8Ns.

Wang Linkai (pictured below) was a member of the Chinese boy band Nine Percent from the 2018 Chinese survival talent show Idol Producer. MCM said his musical talent and vivacious personality align well with the brand DNA.

The company is aiming to reposition itself as a youth-driven luxury brand relevant to Gen-Z shoppers, and the Weibo social media hashtag #MCMBrandAmbassadorLilGhost has already attracted a lot of traffic.

In addition, MCM is launching apparel and accessories for hip-hop musicians, which includes signature Visetos-monogram bathrobes, boxing shorts, hats, Beats speakers and WizPak speaker bags. MCM’s new backpack-shaped fragrance created by Inter Parfums has also been introduced in China, following a successful launch in the US and Europe.

The company is making headway in the competitive Chinese market. During this year’s 618 Mid-year Shopping Festival, MCM’s gross merchandise volume recorded 48% growth compared to the same period last year. The Toni Shopper Mini Handbag featured among the top 50 products favoured by post-1990s consumers on Tmall.

MCM’s sales in China climbed 34% year-on-year in 2020 and are expected to jump 49% this year.  The company aims to grow its physical footprints from 38 to 52 boutiques within three years, with an emphasis on flagship stores in first-tier cities, the brand told Jing Daily.

Lil Ghost’s appointment is the latest in a long line of MCM collaborations with successful music artists, including Beyonce and Billie Eilish, and through the work of American stylist Misa Hylton with female rappers such as Mary J Blige.

Fashioning climate change solutions

Two forward-looking projects relevant to the fashion industry were among the companies showcasing their sustainability technologies to investors at the CleanEquity Monaco 2021 conference, held from July 22-23, 2021.

Among the impressive roster of speakers was Dr Andrew Steer, President & CEO of the Bezos Earth Fund, which Amazon entrepreneur Jeff Bezos set up with $10 billion available this decade to help accelerate clean energy transitions. Among its initiatives, the fund is aiming to electrify US school buses to make the air cleaner and therefore improve children’s health.

Describing the challenges ahead as “an exciting revolution”, Steer urged all stakeholders to “take more risks” in their quest for a cleaner planet and to act smartly. He said 35-50 revolutions must take place in the areas of energy, transport, the built environment, food and manufacturing. He believes the heart of the solution lies with investors who “need guts to do the right thing” and that philanthropy should be leading the way, not governments. “These are exciting times but perilous,” he warned, adding: “Transformative change requires systemic change.” He acknowledged the role of activists in pushing for change, but added that it was important to have a “spirit of hope”.

Steer’s words were echoed by BP Europe’s Chairman Peter Mather, who described climate change as “a monumental challenge”. As an oil- and gas-based company, BP intends to produce 40% less oil by 2030 and added that the firm was “up for the responsibility” of energy transition. He described BP as not a “green” company but a “greening” company, as the vast majority of its profit was currently generated by oil and gas. However, BP is now moving towards renewables, electrification, carbon capture and hydrogen.

Two initiatives stood out for fashion industry watchers. The first is from a company called Qualus, which aims to reduce the water usage and harmful chemicals produced by the $20bn leather industry. The firm works with tanneries to replace water with sferes, lowering the cost of production while keeping the leather quality high. It has signed up as a client the large Mexican tannery Lefarc, which has become the most sustainable tannery in Mexico. A Brazilian customer will come on-stream later this year. Product demonstrations are being held with a global luxury goods brand and a footwear brand, according to CEO Vikrant Pratap. “Handbags and shoes are out there using our system and we expect to sign up customers in Europe and Asia this year.”

The second fashion initiative is from Circulariti, a company that is developing a digital platform to enable brands and retailers to scale and commercialise the circular economy. The UK-based firm has an impressive roster of executives and non-executive directors who have worked at Farfetch, Ted Baker, Tu Clothing, George, Swarovski and the Ellen MacArthur Foundation, among others. Noting that the apparel industry produces 10% of the world’s greenhouse gases, CEO Jamie Goldring believes the industry has reached a “circular tipping point” that needs to scale sustainably.

The Circulariti system, which is under development, maps the genome of an apparel item and tells the consumer via an app the environmental impact of the product, such as the amount of carbon and water used in its production. The app follows the entire lifecycle of the product, both before and after the consumer buys it. For example, at the point of purchase, consumers can opt for carbon offset and pay more for the product. Thanks to the re-use module, the consumer can take advantage of a store discount if the item is returned to the store, or choose from different rental or resale options offered within the app. The product lifespan is increased with information about local repair stations, Goldring said. Overall, the app will provide five opportunities for revenue and reuse, thereby enabling the circular economy.

This year’s trio of CleanEquity Monaco award recipients (pictured above) were presented with a climate change-themed trophy from Bernard Fautrier, a Special Adviser to Prince Albert on sustainability matters. Designed by Clare McCluskey, a visual artist from Dublin, and made from sustainably sourced, traceable wood from the Lisnavagh Timber Project in Carlow, Ireland, the trophies contain an inner dimension that reminds the holder of their own agency, responsibility and creativity in seeking new possibilities for a better future.

The award recipients were: Conamix, in the research category; Vertoro, for environmental tech development; and Voltaware, for environmental tech commercialisation. CleanEquity Monaco is an annual invitation-only event organised by Innovator Capital, with contributors and sponsors including Covington, Cision, Taronis Fuels, EarthX, Cranfield University and Massachusetts Institute of Technology Solve.