MCM FW 2011 new ad campaign reflects this atmosphere in a very special way. This mood is impressively staged by no less prestigious a photographer than Camilla Åkrans, whose credits include successful campaigns for Jil Sander, Filippa K and many others. With her unmistakable sense for light and pictorial composition, she repeatedly creates images of strong yet simultaneously sensual women and thus offers new perspectives on contemporary fashion. The focal point of the campaign is the strong, selfconfident and independent MCM woman, who is immaculately epitomized by the cool yet approachable blonde beauty Ieva Laguna.
The campaign transports us through space and time on a journey to Munich in the 1970s: A new decade of nonconformism is beginning. An insatiable hunger for life dominates the city’s streets night after night. A touch of Giorgio Moroder is in the air at Sendlinger Tor and the “Munich Sound” is conquering the world. This glittering metropolis is like a never-ending intoxication that draws everyone under its irresistible spell. Munich is a pulsating beehive of creativity, desire and dynamism. The glamorous setting is the monumental stairway in New Schleissheim Castle, which was erected in the 18th century by Bavarian Prince Elector Max Emanuel, who used it as a summer palace where he could escape away from the hustle and bustle of Munich.
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