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MCM 2016 THE NEW BAROQUE

Born in Munich, MCM has come to represent modern glamour for a millennial generation. This season, we draw on the splendour of Baroque—reworking this timeless aesthetic for today’s global nomads. A showcase of opulence, creativity and freedom, MCM’s AW16 collection celebrates our 40th anniversary while revelling in the rich visual heritage of our German roots.

THE VIDEO

Following last season’s Munich Disco campaign, for AW16 we reinterpret the glamour of travel with a nod to the German city where it all began.  Once again collaborating with celebrated photographer Alasdair McLellan and stylist Joe McKenna, the campaign references the grandeur of Munich’s Baroque period: a time of unparalleled sophistication across art, music, and architecture.

THE CAMPAIGN

Capturing energy, vibrance and attitude, the AW16 campaign is shot on the street to highlight the statement style of the collection—one that shows off your personality and gets you noticed.

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Drawing on MCM’s East-meets-West heritage, we cast ‘ones to watch’ Bom Chan Lee (who grew up in Korea before moving to London) alongside German Adrienne Jüliger and Line Brems from Denmark.

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Taking the same inspiration for the season’s campaign film, McLellan and McKenna set the trio on the outskirts of a party in a luxurious mansion. A classic track by Giorgio Moroder—whose pioneering work with Donna Summers and Oasis Records soundtracked and helped define Munich’s second golden age—defines the upbeat and irreverent mood.

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Combining Baroque splendour and Munich’s disco-era while celebrating MCM’s 40th anniversary, AW16 draws on playful opulence for inspiration. This is new school luxury—this is the new New Baroque.

Experience the Campaign:
Discover the Collection:
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