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MCM pushes the boundaries of fashion with “From München to Mars”

With an ambitious campaign featuring an all-star cast, including actor Matt Dillon, Zelda Adams, and model Steph Shiu, MCM makes clear its commitment to fashion innovation.

Por: Rubén Carrillo July 25, 2024

Boundaries of Fashion with "From München to Mars" / Photo via MCM

MCM is once again challenging the boundaries of fashion and innovation with its latest adventure, the “From München to Mars” campaign.

Celebrating German engineering and craftsmanship since 1976, MCM’s bold initiative showcases its vision and commitment to a global tech-savvy audience, seeking to inspire and captivate with a narrative that extends beyond our world.

This ambitious campaign features an all-star cast of talents, including legendary actor Matt Dillon, rising star Zelda Adams, and model Steph Shiu.

At a recent press conference, Adams, accompanied by an astronaut, discussed the mission, highlighting the unique combination of fashion and futuristic exploration that defines MCM’s latest project.

Central to this interstellar journey is the Diamant 3D bag, a creation of MCM’s innovative team under the guidance of global creative director Katie Chung.

This bag reinvents the classic Diamant clutch, featuring a striking three-dimensional design that combines style and practicality.

Available in a range of luxurious materials such as cow suede, fine Italian calf leather, silver metallic calf leather, and MCM’s iconic Cognac Visetos, the Diamant 3D is destined to be a must-have accessory for the season.

Katie Chung explains: “Our journey started with a simple pocket design, evolving into a 3D rendered bag.”

“The Diamant series, inspired by the Visetos diamond pattern, embodies the essence of functional pockets. These origami-folded pockets reveal a diamond within the Visetos monogram, and the Diamant 3D’s zippers enhance its utility, making the pockets three-dimensional and cargo-like.”

The “From München to Mars” mission is an example of MCM’s innovative spirit. Along with the Diamant 3D bag, the collection includes the austere Cognac Visetos backpack, state-of-the-art eyewear, and key ready-to-wear pieces in futuristic metallic silver and the classic Cognac Visetos.

President Sung-Joo Kim explains: “Our motto, From München to Mars, is about transcending boundaries. We aim to meet the needs of digital nomads by pushing the boundaries and leveraging new technologies. AI plays a crucial role in this campaign, driving both innovation and sustainability.”

The must-have accessory of the season

The campaign, captured by photographer Collier Schorr and directed by Katharina Korbjuhn, features AI-generated images that combine reality and creativity.

The project brought together a top-tier team, including directors Rebekah Campbell and Cory Fraiman-Lott, stylist Thistle Brown, hair artist Tsuki, and makeup artist Jezz Hill.

Fans can follow the expedition to Mars online through QR codes that link to the expedition center, where they will find updates, details about the Diamant 3D and the complete AW24 collection.

Since its inception in 1976, MCM has established itself as a rebellious alternative to traditional luxury, creating innovative accessories and lifestyle goods for the extravagant lifestyle of the 1970s Munich scene.

Today, under the leadership of Sung-Joo Kim, MCM continues to break barriers with unique designs and a progressive approach to luxury. With a presence in 584 stores in 43 countries, including major cities such as Munich, Berlin, Zurich, London, Paris, New York, Los Angeles, Hong Kong, Shanghai, Beijing, Seoul, and Tokyo, MCM remains a global icon in the fashion industry.

We hope you enjoyed this article about MCM, If you did, please share it with others. You might also be interested in reading our article about Balenciaga, or browsing other reviews in our Luster English section.

MCM pushes the boundaries of fashion with “From München to Mars”

The must-have accessory of the season

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