German luxury fashion house MCM is all set for take-off with its new Maxi Monogram collection for Autumn/Winter 2023.
Designed with a maximalist take on the brand codes, the collection introduces an oversized monogram through the diamond, laurel and MCM lettering, highlighting the iconic elements which have comprised its signature design since 1976.
 |
| MCM Maxi Monogram collection |
The campaign nods to MCM’s heritage in travel, “paying a conceptual tribute to movement by reimagining the digital, imaginary and physical destinations we traverse into a modern expression”.
“From the natural to the virtual and worlds in-between, the campaign illustrates MCM’s DNA of freedom of movement and freedom of expression through dynamic, playful imagery where journeys and destinations converge,” the company said.
Transit-inspired backdrops contrast warm earth tones against cool cerulean hues, depicting moments of mobility which are described as modern, playful and nostalgic. Shot between wide-angle and fisheye lenses, the visuals introduce an interplay of scale, depth and perspective, conceptualising the collection’s oversized aesthetic.
The dynamism of the imagery and movement of the models was inspired by the capsule's multifunctional, versatile and multi-occasion designs, through sets that alternate between indoor and outdoor.
The striking capsule introduces key silhouettes ranging from the Munich Tote to the Weekender, Belt and Boston Bag, as well as new shapes such as the contemporary and playful top handle Nylon bag. The range is complemented by hands-free options, such as backpacks, as well as smaller accessories.
The campaign and collection aim to embody the spirit of movement through an ageless, seasonless and transformative approach to design.
The collection is available from 1 June in stores and online worldwide.
