MCM PRESENTS
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TOGETHER FOR THE HOLIDAYS
This holiday season, Germany luxury fashion house MCM celebrates the holidays as a moment of togetherness. The brand’s Festive 2021 campaign features a diverse group of global creators – digital superstar and entrepreneur Josh Richards, actress Savannah Lee Smith, and Japanese-American model Mona Matsuoka – under the premise of love and light as they gather for a fête of playful celebration. While last year taught us to understand the value of togetherness through a digital lens, this year reunites us in-person as we prepare to celebrate with our loved ones. The digital campaign fuses lightheartedness with an optimistic energy — showcasing the magic and power of human connection and shared experiences.
“Together for the Holidays celebrates the interconnectivity of our tribe through a diverse cast of talent, united by a common attitude and state of mind. The mood is uplifting and optimistic, inspiring our tribe to co-create their personal new normal. With this campaign MCM embraces unity and invites everyone to get excited about the possibilities of a new year ahead.” Dirk Schönberger, MCM Global Creative Officer
As a part of the broader brand narrative, MCM is celebrating 45 years of globally infused heritage through the unveiling of a fresh logo, Cubic Monogram, which makes a prominent cameo in the Festive campaign alongside global talent. The new insignia was conceptualized and designed by the brand’s Global Creative Officer, Dirk Schönberger, who offers a new interpretation of the brand’s iconic house code with a dimensional aesthetic that is radically different than anything the brand has produced before. The design displays an optical illusion, blurring the lines between beginning and end in a celebration of time during a milestone year in the brand’s history. Cubic Monogram serves as the focal point of the Festive campaign with all campaign talent donning variations of the pattern in an array of colorways, textures, and materials.
The collection will be available in stores and online in November 2021.