Cindy Crawford, the iconic supermodel of the 90s, is once again making headlines as she stars in MCM’s latest heritage campaign for AW23. Renowned photographer Juergen Teller captures the essence of MCM’s classic heritage codes and luxurious history in this campaign.
MCM describes this campaign as a significant moment for the German luxury fashion house, as it pays tribute to its heritage by highlighting its iconic house codes and signature styles. The aim is to connect MCM’s past with its present, with subtle references to its 1996 campaign featuring Crawford, shot by the late Herb Ritts.
Teller’s photographs beautifully portray the timeless, ageless, and genderless spirit of the brand, reflecting the current zeitgeist. In these images, Crawford is seen gracefully showcasing MCM’s latest Mode Travia crossbody bag in leather while surrounded by the brand’s most iconic caramel-hued silhouettes and accessories. This includes popular pieces like the backpack, shopper, shoulder bag, Boston bag, crossbody, and tote.
This campaign marks a crucial step in MCM’s strategic repositioning and new brand direction, which was introduced at Milan Fashion Week in June. It serves as a milestone for the brand, solidifying its commitment to revitalizing its image and appeal.
The resurgence of supermodels from the 90s in the fashion industry is evident, with Cindy Crawford and others reclaiming their status and securing major ad campaigns. Crawford’s timeless beauty and enduring allure continue to captivate audiences, making her the perfect representative of MCM’s heritage.
MCM’s AW23 heritage campaign featuring Cindy Crawford is a celebration of the brand’s history and iconic style. Through Teller’s lens, MCM captures its brand direction while establishing a connection between the past and the present. With Crawford as the face of the campaign, MCM showcases itself as a timeless, ageless, and genderless brand resonating with fashion enthusiasts worldwide.
In an ever-evolving fashion industry, MCM’s strategic repositioning and brand direction highlight its dedication to remaining relevant and capturing the spirit of the times. By featuring Cindy Crawford, MCM continues to redefine luxury fashion and showcase its enduring legacy. The AW23 heritage campaign serves as the starting point for MCM’s journey as it revamps its image and captivates audiences with its iconic style and innovative designs.
Useful Links:
– MCM Official Website
– Cindy Crawford’s Official Instagram
