MCM Reunites With Supermodel Cindy Crawford for Its Latest Bag Campaign
Lensed by Juergen Teller.
MCM just dropped a blast from the past as it reunited with supermodel Cindy Crawford decades after their first campaign together. Drawing inspiration from the duo’s first photoshoot in the ’90s, the German luxury house has enlisted the iconic model for a campaign steeped in heritage and caramel hues.
Lensed by Juergen Teller, the campaign sees Crawford spotlighting the new Mode Travia crossbody bag, sat amidst a brown-toned backdrop of leather goods starring MCM’s signature backpack, shopper, shoulder bag, Boston bag, crossbody and tote iterations. Featuring the brand’s distinctive laurel logo, the campaign acts as a reminder of MCM’s seasonless, ageless and genderless spirit.
“It was nostalgic for me to travel back in time with MCM from our first photo shoot in the 90s with my dear friend, Herb Ritts. Their classic bags remain timeless,” Crawford notes.
“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,” adds Sabine Brunner, President & Global Brand and Commercial Officer at MCM.
“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,” she adds.
Take a look at Crawford in the new MCM campaign above, and head to the brand’s website to shop its latest styles.
In other iconic supermodel news, Pamela Anderson fronts Aritzia’s new FW23 collection.
