MCM has launched for the upcoming Fall-Winter 2023-24 season the new collection, Maxi Monogram. Designed with a maximalist take on the brand codes, the collection introduces an oversized variation of the brand's monogram through the diamond, laurel and MCM lettering, highlighting the iconic elements which have comprised its signature design since 1976.
The collection of ready-to-wear, leather bags and accessories, embrace the smart luxury spirit, through an ageless, seasonless and transformative approach to design for a generation made to move.
As a nod to MCM’s heritage in travel, the capsule pays tribute to movement by reimagining the digital, imaginary and physical destinations we traverse into a modern expression. Transit-inspired backdrops contrast warm earth tones and cool cerulean blues, depicting the convergence of the natural to the virtual and worlds in-between.
Shot between wide-angle and fisheye lenses, the campaign visuals introduce an interplay of scale, depth and perspective, conceptualizing a larger-than-life and dramatised image that embodies MCM’s quirky, playful imagery where journeys and destinations converge, and MCM stands firm as the bridge and catalyst between both.