《MCM SS2012 @ Ad Campaign》

MCM  SS2012 advertising campaign shows the transition of MCM from a sense of empowerment and an anything-is-possible attitude to a feeling of complete freedom – to be who you want to be and to do what you want to do. Building on the sophistication of the AW2011 campaign, this season MCM adds passion and the unexpected. This collection is made for sophistic and confident people, who want to take control of their own destiny.  Independent and self-determined they aim to strive for perfection.

The MCM Women is the total all-rounder: Job, family and social life she succeeds with hands down. The collection offers her the variety she needs, from a daily shopper to the gilded clutch, there is a bag for every occasion of her thrilling life. Classy and always timeless, but with an element of surprise. With the birthplace of the brand as a backdrop, American top model Jessica Miller strides through the elegant Hotel Bayerischer Hof in cosmopolitan Munich, free spirited, spontaneous and energetic. And always strong and assertive. She wears MCM’s timeless classics with a rebellious streak, stirring your emotions. 

The advertising campaign was shot by renowned Swedish photographer Camilla Åkrans, whose work has appeared internationally in Numéro and Vogue titles, among many others. Art direction was done by Stefan Pietsch & Georgina Lim whose award-winning company PietschLim has collaborated on advertising productions with world-leading photographers like Alasdair McLellan, Alexei Hay, Terry Richardson and Mark Segal. The mood video, also filmed by Camilla Åkrans, exudes passion, excitement and rebellion. In short, it sums up the spirit of “Blossom in Munich” – the new season mantra. A behind-the-scenes making-of video, also captured by Åkrans, can be seen on MCM’s website at www.mcmworldwide.com