Honouring its roots in music, MCM has linked up with Canadian musician Tate McRae in an innovative fashion-meets-music campaign for Spring/Summer 23.
The Gen Z singer-songwriter “guides us on a foray into stylised futures – with a punk-like aesthetic spread across three distinct capsules: Meta Safari, Cyberpunk and Meta Ocean”, the German luxury brand said.
In partnership with Sony Music's Filtr music platform, key looks from the capsules will feature in two episodes, each including a full-feature track.
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| Tate McRae spotlights MCM as she performs 'She's All I Wanna Be' |
Launched by McRae, the first release sees the TikTok sensation perform ‘She's All I Wanna Be’, combining the season’s bold assortment with McRae’s innovative musical talent. Her performance can be seen on MCM’s website at www.mcmworldwide.com and on YouTube at https://www.youtube.com/watch?v=VOyAa7F1BGM&t=14s.
“Blending creative design with inventive form, the SS23 collection takes its inspiration from the world yet to come – creating pieces which are unique and eye-catching,” MCM said.
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| Tate McRae shows off MCM's new-generation Aren backpack |
In a “voyage into vintage”, McRae highlights the all-new Vintage Monogram Jacquard accessories collection, which is an adaptation of the brand’s signature Visetos print. Dubbed “tomorrow’s take on a historic design”, the collection has a patina effect, aiming to inspire feelings of nostalgia.
McRae also showcases the renowned MCM Haus monogram with inventive additions to the line of Aren bags, melding modern utility, exquisite leather craftsmanship and next-generation design to create a trusted travel companion.
