This holiday season, German 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 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 talents 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,” explains 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. The new insignia was conceptualised and designed by Schonberger, who offers a new interpretation of the brand’s iconic house code with a dimensional aesthetic that is radically different from 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 colourways, textures, and materials.
The collection is now available in stores and online.
