featuring
CINDY CRAWFORD

For Autumn / Winter 2023, German luxury fashion house MCM honors its heritage with an advertising and digital content campaign showcasing iconic house codes and signature styles, featuring iconic supermodel, Cindy Crawford, photographed by Juergen Teller. 

 
The campaign links MCM’s past with its present—with subtle references to MCM’s 1996 campaign that also featured Cindy, shot by the late great Herb Ritts. Juergen Teller brilliantly captures MCM’s seasonless, ageless and genderless spirit, all of which embody the zeitgeist of the brand.

The campaign presents a youthful mood and an unapologetic attitude, depicting the iconic supermodel cradling the brand’s latest Mode Travia crossbody, lounging against an assortment of MCM’s most iconic caramel-hued silhouettes – the backpack, the shopper, the shoulder bag, the Boston bag, the crossbody and the tote – in the brand’s unmistakable logo.
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