The wizzes at internationally renowned luxury brand MCM, famous for its timeless travel goods and accessories, always have an eye on the new. In fact, the driving force behind the label centres on revolutionising classic design with futuristic materials. This ethos and the fact MCM draws reference from Munich to Seoul are real attraction-pullers for the Global Nomad generation.
With its millennial audience in mind, the decision-makers at MCM carefully cherry-picked the next generation influencers they felt would best embody and inspire the spirit of the brand for their “Viva Life” spring/summer campaign. The result is a stellar community of youthful vanguards, with American and German-born American models Charlotte Free and Jasmine Sanders, German actor/model/skater Kai Hillebrand and American football star-turned-fashion authority Cordell Broadus.
Shot by up-and-coming British photographer Tom Johnson and styled by New York-based Jay Massacret, the campaign is an intrepid and fresh platform for the new MCM pieces. And each featured accessory reflects the individual modelling it. Plus, the arresting images, featuring dynamic poses that radiate a strong and triumphant vibe, reflect the sporty collection’s two key themes: victory and unity.
It’s all about following your own career path or creative pursuit, wherever that takes you in the world.