MCM UNVEILS #MCMEVERYWHEREIGO CAMPAIGN FEAT. FRANKIE JONAS AND BABYXSOSA

For the launch of its #MCMEVERYWHEREIGO campaign German luxury fashion house MCM flips the script and enlists its iconic handbags and silhouettes such as the Stark and Fursten as the campaign stars, which are modeled by TikTok personality Frankie Jonas, musical artist Babyxsosa, amongst others.

The campaign is curated to Babyxsosa’s soundtrack Everywhereigo, a controlled and melodic tune with the message that everywhere she goes, they all know her name, a lyric in line with the viral nature of today’s social media world and a nod to MCM’s ubiquitous styles. “MCM allowed me to express the true boss in me by capturing my energy and style while wearing the brand’s iconic handbags in the creative campaign” says Babyxsosa.

Drawing inspiration from a diverse group of digital disruptors, MCM’s signature bags move to the foreground, becoming the focal point. By activating product through creative self-expression, MCM establishes and celebrates the names of its iconic Visetos silhouettes.

“The campaign’s track by Babyxsosa states: Everywhere I go, they all know my name. Within these lyrics the sentiment is the same for MCM; our product, regardless of the wearer, is always recognizable – everyone knows it is MCM. We wanted to play into that by showcasing our most enduring styles.”

Dirk Schöenberger, MCM Global Creative Officer

“I was really impressed with the vibe of MCM and their team for this campaign,” shares Frankie Jonas. “I especially liked how they integrated video, movement, and music into the overall creative. MCM supports celebrating uniqueness but also community, which is something I can personally relate to and why this partnership is a great fit for me.”

The product assortment in this campaign celebrates the icons of the brand’s explorations from the real and virtual worlds, inspired by MCM’s 45-year heritage. All products in the campaign are available in-store and online at mcmworldwide.com.