MCM explores a new reality

German luxury house MCM has introduced its Autumn/Winter 20 collection inspired by travel and movement through virtual and physical worlds.

Dubbed Hypertechnoreality, the campaign stars actor Aaron Altaras, artist and producer Pricela, writer and aspiring businesswoman Céline, and skater Yannick Zhou. The collection centres on clean-cut tailoring, deconstructed sportswear, and functional innovation. 

MCM's new logo play for AW20

“This collection is the beginning of a journey to real and virtual places – taking inspirations from both realms,” said Dirk Schönberger, Global Creative Officer of MCM. “In a mix of those cultural influences, we clash traditional tribal graphics with silhouettes inspired by Japanese garments to create a fresh take on tailoring and the modern street uniform.” 

Highlights are eco-friendly nylon ready-to-wear and a new logo play. The convertible pieces are designed to be worn on their own or layered. Logo-laden denim is paired with streetwise high- and low-top sneakers. This season, the letters MCM are colourfully glitched on handheld accessories, or turned into 24k shiny gold closures. 

Berlin street culture is also realised throughout the assortment. Berlin Bear paws appear on new T-shirts, with some styles spray-painted in bright graffiti to disrupt the muted hues of winter. The brand’s signature cognac colour is repurposed on accessories, while house codes get sleeker finishes and new Visetos colour options. Mini and x-Mini bags are designed to stack atop larger ones or link together for extra storage. 

Eco-friendly nylon ready-to-wear 

Key looks this season include the Logo Glitch shopper made with a translucent body and a linen-cotton canvas insert. Mini versions have crossbody capability via a removable leather strap. Graphically, the standout pieces are a body-skimming jacquard long-sleeve top in digitised geometry with matching skirt and leggings options.

Lastly, a fully functional and unisex quilted down coat expands the outerwear category. 

Continuing sustainability efforts led by SS20’s underwear collection, the Terrain Lo sneaker debuts in specially developed organic cotton canvas with a recyclable rubber outsole, and chrome-free tanned leather.

“Hypertechnoreality defies convention, redefines borders, crosses cultures, and blurs gender in an interconnected limbo wired between time and space,” said MCM. 

The AW20 campaign was photographed by Timothy Schaumburg, with Sabrina Hubert as Creative Producer.

Davidoff takes time with its Masterpiece humidors

Davidoff Cigars has created two limited-edition Masterpiece humidors, designed by the renowned French marquetry artist Rose Saneuil.

The humidors are inspired by different aspects of time. The first makes its debut in September and is limited to only eight pieces globally.

Davidoff's Masterpiece humidor designed by French artist Rose Saneuil

"Collaborating with artisans and artists mastering unique skills is not only a cornerstone in our innovation strategy but always a possibility for us at Davidoff to learn, get inspired and expand our creative horizons," said Edward Simon, Chief Marketing Officer of Oettinger Davidoff AG. 

In her approach, Saneuil artistically intertwines three dimensions of time: time as the ultimate luxury, a moment of serenity reflected in a sunset; the limitation of time and its easy evaporation is inspired by the image of evaporating smoke; and for the third dimension, when time seems to stand still, Davidoff has provided vintage tobacco leaves harvested in 1994 which inspired the artist to create the perfect moment. These tobacco leaves, reflecting eternity, are part of the artwork.

Following in November, the second Masterpiece humidor is designed with a shimmering effect, while the combination of darker colours of tobacco with vibrant golden hues reflects warmth. The materials incorporate gold leaves, tobacco leaves, mother-of-pearl, parchment and woods from vavona burl and sycamore trees. The body is crafted from precious Macassar woods, all treated to reflect a richer and more vibrant appearance.

Both designs will be accompanied by 50 unique cigars, exclusively blended by Davidoff's Master Blender for these humidors.

Bacardi doubles down on lockdown creativity

Bacardi has been busy getting creative during lockdown. The rum brand has launched a new digital ad spot – its first-ever shoot conducted remotely.

Featuring Bacardi rums such as Superior white rum and the brand’s latest product innovation, Real Rum Cocktails, the Bacardi Roommates ad spot inspires people to do what moves them. The message is: even when the world stops moving, you don’t have to.

To translate to screen how people were maximising their time in quarantine, Bacardi put out a casting call to find three real roommates to star in the new digital short film. They were not only the actors featured in the spot, but also the camera operators, cinematographers, set and costume designers, hair and makeup team, crew and lighting coordinators.

The film follows the three roommates – Alina, Kiara and Raisa – as they make the most out of quarantining together with Bacardi through a series of relatable, at-home activities, including choreographing a dance, singing karaoke from their couch, practising at-home mixology, giving each other haircuts, relaxing on their rooftop, and cheering on healthcare workers from the fire escape.

Bacardi's roommates mix cocktails in the new ad spot

To prepare the roommates for the shoot, Bacardi, its creative agency BBDO New York and production company 1stAveMachine sent the three stars professional film and lighting equipment – teaching them how to use it remotely via live video chats – as well as interior decor to spruce up their space before the director virtually shouted ‘action’. The final spot is a result of 30 hours of Zoom meetings, two days of filming, 15 boxes of props, and no outside people entering the set.

In other news, Bacardi Limited has unveiled a new company website (https://www.bacardilimited.com/) which aims to reflect the people-focused, entrepreneurial culture and vibrant life at Bacardi. The design is inspired by the company’s purpose of ‘celebrating moments that matter’. 

Dedicated pages detail the stories behind the brands and nutritional information for many of the brands as part of the company’s continued commitment to marketing alcohol responsibly. Also featured, the careers section gives a peek into Bacardi life with personal career stories, talent development programmes, and links to the job-searching tool.

“Our new Bacardi Limited website reflects our unique family culture and celebrates the people and brands that make us proud to be a part of the team,” said Jessica Merz, Global Director of Corporate Communications for Bacardi. “Our website’s striking design elements, improved navigation and new sections offer a simplified, yet very engaging, discovery of our business and brands.”

MCM's game-changing hip hop celebration

Luxury goods house MCM is celebrating ‘The Remix: Hip Hop x Fashion’, a film that chronicles the contributions of urban fashion pioneers Misa Hylton and April Walker in a male-dominated industry.

For the past two years, MCM, Tribeca Studios and Cortés Films have been working on producing this award-winning documentary.

MCM on Instagram @mcmworldwide

Co-directed by Academy Award-nominated producer Lisa Cortés (Precious, The Apollo) and film editor/director Farah X, the film brings these important women to the forefront.

There are special appearances by Dapper Dan, Kirby Jean-Raymond, and other game-changing Black voices in fashion.

Misa Hylton, the renowned stylist and MCM Global Creative Partner, was one of the leading contributors who changed the destiny of fashion and music.

The MCM and Tribeca Studios-produced documentary ‘The REMIX: Hip Hop X Fashion’ streams on Netflix on July 22.

MCM raves into spring

MCM has staged a series of activations as part of its #StayHome campaign initiated during the lockdown period in Europe and the US.

The German luxury brand teamed up with some of the coolest DJanes for three video DJ sets, which were livestreamed. The DJs were Alyssa Cordes, Sofie Royer and DJ Gigola.

Explaining the decision to host the digital activations, MCM said: “Since it’s in our responsibility to stay physically distant, we feel the urge more than ever to remain emotionally connected to you. Therefore, we’d like to send good vibes and spread positivity through what we believe is the strongest unifying force: Music.”

DJ Gigola plays her DJ set wearing MCM

As part of the DJ collective ALYGANY, Berlin-based Alyssa Cordes (@alyssa_cor) is not only a renowned DJane with appearances all over the city’s best clubs, but also a successful model.

A classically trained musician and painter, Sofie Royer (@sofieroyer) is signed to Stones Throw Records, was one of the original Boiler Room team, and has a monthly radio show on London’s iconic NTS Radio.

DJ Gigola’s (@dj_gigola) roots lay in hip hop dance and body movement, and her approach towards music is directed by intuition and rhythmic structures.

Grey Goose swings into action in Dubai

Grey Goose released a limited-edition exclusive version of its original vodka to celebrate its sponsorship of the recent Dubai Duty Free Tennis Championships.

Bottled at 43%abv and retailing at AED189/US$52.50 (75ml), it was only available at Dubai Duty Free stores. 

Grey Goose Vodka's Dubai Duty Free exclusive on promotion at Dubai International Airport

This was the second consecutive year that Grey Goose had been the official vodka sponsor of the event, which took place from February 17 to 29. Commemorative bottles of the Dubai Duty Free exclusive were produced, designed to create a memento of the occasion. During the promotion, anyone purchasing a bottle of Grey Goose vodka from Dubai Duty Free had the chance to win two of 120 tickets to the Dubai Duty Free Tennis Championships.  

Sandeep Chugh, Regional Manager, Middle East and Africa, Bacardi Global Travel Retail, described the partnership with Dubai Duty Free as an end-to-end brand-building opportunity for Grey Goose. The brand sought to engage with consumers at the event itself through a sophisticated cocktail offering, as well as inspire people to purchase a bottle of the limited edition as they passed through Dubai International Airport for home cocktail making.

Colm McLoughlin, Executive Vice Chairman & CEO of Dubai Duty Free, said he was delighted to continue the retailer’s partnership with Grey Goose as the official vodka sponsor of the Dubai Duty Free Tennis Championship for the second consecutive year. 

Craigellachie debuts £3,500 whisky at Heathrow

Craigellachie 39 Year Old Single Cask whisky has launched exclusively at London Heathrow Airport, making it the brand’s oldest and rarest bottling available to buy.

Available exclusively at World Duty Free stores in all terminals at Heathrow, all 138 bottles are individually numbered and retail at £3,499.99 (70cl). 

Craigellachie 39 Year Old Single Cask

Distilled in 1980, the whisky was laid down in a refill bourbon hogshead, and in 2019 was singled out by the brand’s Malt Master Stephanie MacLeod for its notes of delicate oak, charred pineapple and toasted cereal. After 39 years of ageing, 138 bottles remain, each bottled from a single cask at 51.5%abv with no caramel colouring added and non-chill filtration.

The launch is supported across several touchpoints, including the airport wi-fi trigger and on digital screens in the World Duty Free stores. Members of the Red by Dufry loyalty programme are offered a special incentive of engraved glasses to members purchasing the product.

Shoppers purchasing the travel retail exclusive are entered into a competition to win a luxury trip to Scotland, including a behind-the-scenes tour of the distillery, which is usually closed to the public. The trip is completed with an overnight stay at the luxury Craigellachie Hotel, renowned as one of the world’s best whisky hotels.

In 2019, Craigellachie increased accessibility to ultra-premium Scotch whisky with the launch of 51 Year Old. It was shared, without charge, with whisky fans around the world via a sell-out free dram campaign in bars across the globe and was not available for purchase.

Now, at Heathrow, anyone making any purchase from the Craigellachie collection (13, 17, 23 and 3 Year Old) in the World Duty Free stores, in Terminal 3 and Terminal 5, can spin the Craigellachie wheel of fortune for a chance to win a dram of 39 Year Old. Other prizes include a collector’s book and pin badges. 

David Hughes, Regional Director Europe, Bacardi Global Travel Retail, said: “First launched in travel retail in 2016, Craigellachie has gone from strength to strength thanks to its multi-award winning success and the following of its many fans who adore its bold character. We are excited to launch the 39 Year Old expression in the luxury retail setting of World Duty Free at Heathrow, giving us the opportunity to share this special release with a discerning, international audience.”

Paul Martin, UK Liquor Category Manager at Dufry, added: “Craigellachie 39 Year Old is a fantastic launch for us and perfectly fits our mission to present rare and exclusive opportunities to our whisky customers.”

Heathrow Retail Director Fraser Brown concluded:  “As the UK’s only hub airport, Heathrow is always proud to showcase the best of Britain in our products. That is why we are so pleased to extend our diverse selection of Scotch whisky and to welcome this exclusive and rare edition of Craigellachie 39 Year Old. Passengers now have another reason to consider Heathrow the world’s best airport shopping experience.”