MCM’s new heritage campaign stars Cindy Crawford

Image Credit: Juergen Teller

MCM honors its heritage with an advertising and digital content campaign featuring supermodel Cindy Crawford.

Produced in collaboration with creative director Fabien Baron of Baron & Baron, the campaign presents the supermodel holding the brand’s latest Mode Travia crossbody in leather, and showcases house codes and signature styles.

The campaign links MCM’s past with its present, with subtle references to the brand’s 1996 campaign that featured Cindy, shot by the late Herb Ritts.

It was nostalgic for me to travel back in time with MCM from our first photoshoot in the 90’s with my dear friend, Herb Ritts. Their classic bags remain timeless.” said Cindy Crawford.

Born from a spirit of innovation with a rule-breaking attitude that defined Munich in the late 1970’s, the brand embodied L’enfant terrible, independently crafting accessories for the newly influential consumer that raised MCM’s popularity on the global stage.

“It was an honor to capture the new L’enfant terrible ethos with two incredible collaborators. 

“First with a long-time friend that I have admired and enjoyed working with over several years – Cindy Crawford. Working with her is working with a true professional, and I appreciate the tenacity and knowledge she brings to any project. 

“Secondly, Juergen Teller is a true artist that brings unique perspectives to his work. Together we were able to create imagery that will mark the start of a new era for MCM.” says Fabien Baron.

Sabine Brunner, President and Global Brand and Commercial Officer at MCM Global AG, said: “This new campaign is 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.”