MCM UNVEILS SPRING/SUMMER 2018 CAMPAIGN ‘VIVA LIFE’

World-renowned luxury brand MCM debuts its SS18 campaign – a vibrant celebration of life inspired by an exciting new collection that champions youth, energy, movement and boundless creativity.

Bringing together a community of next generation creatives, the campaign introduces the new MCM tribe – youthful vanguards who embody and inspire the spirit of the brand – American and German-born American models Charlotte Free and Jasmine Sanders, German actor/model/skater Kai Hillebrand and American football star-turned-fashion influencer Cordell Broadus.

Shot by up-and-coming British photographer Tom Johnson and styled by New York-based Jay Massacret, the campaign is a bold and fresh showcase of the collection’s new and updated MCM styles. Each featured piece is matched to the models’ individual personality, in dynamic poses that reflect a drive to forge their own path.

The striking images bring together two of the SS18 collection’s key themes: victory and unity. Effortlessly channeling the collection’s sporting mood, models stand strong and triumphant in the images, mirroring the collection’s identity. These are multifaceted millennials who – in keeping with MCM’s tradition of tireless innovation – move beyond borders between career paths, creative pursuits and modes of artistic expression.

MCM’s pledge to support the next wave of global talent extends to the creative pioneers on both sides of the lens. For SS18 MCM teams 26-year old rising star Tom Johnson, who has shot for Buffalo, Dazed and Vogue since leaving school at the age of 17, with prominent stylist Jay Massacret, who brings a unique vision honed from 10 years as senior fashion editor of cutting-edge V, and V Man, magazines.

Credits

Photographer: Tom Johnson Stylist: Jay MassacretSet Design: Julia WagnerModels: Charlotte Free; Cordell Broadus; Jasmine Sanders; Kai Hillebrand DP: Julian Kapadia/John Schmid

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