Supermodel Cindy Crawford fronts MCM’s FW23 Heritage campaign – nearly three decades after she first appeared in ads for the German luxury brand.
The new campaign, shot by Juergen Teller with Fabien Baron as creative director, seeks to link its past and present and radiates a youthful attitude. The legendary model is pictured lounging against a pile of the brand’s iconic caramel-coloured monogram leather goods, such as the backpack, shopper, crossbody and tote.
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| Cindy Crawford fronts MCM's FW23 campaign |
Teller captures MCM’s seasonless, ageless and genderless spirit – values that embody the zeitgeist of the brand.
Referencing the 1996 campaign lensed by the late Herb Ritts, Crawford said: “It was nostalgic for me to travel back in time with MCM from our first photoshoot in the 90s with my dear friend, Herb Ritts. Their classic bags remain timeless."
Sabine Brunner, President & Global Brand and Commercial Officer, MCM Global AG, said the campaign was “an important next step in our repositioning with a new brand direction which we first introduced at Milan Fashion Week this past June. With Cindy, we celebrate the classic heritage codes that helped to define us.
"Going forward, you will see MCM introduce a new and refreshed lifestyle assortment of ready-to wear alongside reimagined leather goods and accessories with our Spring-Summer 2024 collection. Exploring our past with Cindy Crawford is a strong reminder to our audience of the brand’s iconography – and at the same time, it sends a message about the steps that we are taking to elevate the future of MCM.”
