Upon revealing its latest lookbook featuring items like bomber jackets and trench coats, MCM has released the campaign for its Spring/Summer 2020 collection with inspiration from Germany‘s club culture. The 1976 Munich and 2020 Berlin-focused aesthetics found in the visuals are a nod to the brand’s heritage and attitude.
Falling in line with its title “From Munich Disco to Berlin Techno,” the campaign features five unique creatives from all over the world — singer Daisy Maybe, rapper Tayahna Walcott, skateboarder Evan Mock, designer Imran Potato and model Won Dae Joo — sporting MCM looks in a typical nightclub setting in the German capital. Bold industrial tones and pastel shades illustrate contrasting concepts, ranging from day to evening, past to future and makeup to no-makeup, to concrete to glitter and construction to deconstruction.
With the five models, the campaign mixes street culture with luxury and expresses rebellious stars from the current generation driven heavily by arts, music and culture. “We were inspired by the collection’s narrative of versatility and mobility with limitless opportunities for self-expression,” MCM’s Global Creative Officer Dirk Schönberger commented in an official press release. “For us, the concept of ‘From Munich Disco to Berlin Techno’ expresses not only the mood and attitude of the collection, but also the musical elements which inspired it. That’s what we wanted to celebrate with this high-octane campaign that is as dynamic as it is irreverent.”
Scroll through the gallery above for MCM’s SS20 campaign. Collection items are available for purchase now in-store and online.
For more spring-ready styles, check out Billionaire Boys Club’s latest lookbook.
- Lukas Wassman
- Jay Massacret
- Creative Director
- Doug Lloyd