MCM has always been about pushing boundaries, and this year, they’ve set their sights on Mars. In an audacious move that screams ambition and innovation, MCM launches the “From Mü nchen to Mars” campaign, a testament to their vision and a nod to their tech-savvy global audience, celebrating German Engineering since 1976.
Legendary actor Matt Dillon, up and coming actress Zelda Adams, and model Steph Shiu join forces with MCM. Adams took the stage at the press conference alongside an astronaut to discuss the mission.
THE PERFECT BAG FOR THE PERFECT JOURNEY
At the heart of this interstellar adventure is the new Diamant 3D bag, a masterpiece crafted by MCM’s creative team under the visionary direction of Global Creative Director Katie Chung. The Diamant 3D reimagines the classic Diamant clutch with a bold, three-dimensional silhouette that balances style and functionality. Featuring a substantial zipper, this bag is the ultimate accessory to conquer our digital nomad customer. It is available in a luxurious mix of materials, including cow suede and Uine Italian calf leather, a striking silver metallic calf leather, or MCM’s classic cognac Visetos, making it a prime contender for the season’s must-have bag.
Katie Chung elaborates, “The inspiration began with a pocket design, which evolved into a bag and then a 3D render, resulting in the Diamant 3D. Originating from the Visetos diamond pattern, the Diamant series embodies the diamond shape of functional pockets. These pockets, folded like origami, reveal a diamond within the Visetos monogram, actualized into a bag. The Diamant 3D incorporates zippers for utility, making the pockets three-dimensional and cargo-like.”
MCM’S MISSION UNVEILED
Themission“FromMünchenToMars”epitomizesMCM’sspiritofinnovation.Alongsidethe Diamant 3D bag, other stellar pieces in the collection—the stark backpack in Cognac Visetos, visionary eyewear, and key ready-to-wear items in futuristic metallic silver and iconic Cognac Visetos—are designed to equip you for an otherworldly mission.
Chairperson Sung-Joo Kim explains: “Our motto From München to Mars is about pushing beyond limits. Our mission is to serve the needs of digital nomads. We`re committed to testing boundaries, leveraging new technology to explore new horizons. AI plays a signiUicant role in this campaign, not only by taking a leap in innovation but also taking the path towards a more sustainable future.”
The campaign stars Matt Dillon, Zelda Adams, and Steph Shiu, narrating the MCM AW24 collection’s story alongside AI-generated imagery, blending reality and creativity. Shot by Collier Schorr with creative direction by Katharina Korbjuhn, the campaign assembled a top-tier team for this mission with direction by Rebekah Campbell and Cory Fraiman-Lott, styling by Thistle Brown, hair by Tsuki, and makeup by Jezz Hill.
JOIN THE EXPEDITION
In this social-Uirst campaign, followers can track the Mars expedition online via QR codes that link to the expedition hub. There, they’ll Uind the latest updates on the MCM Mission to Mars, detailed information on the Diamant 3D in all its sizes and materials, the complete ready-to-wear collection, iconic Cognac Visetos pieces like the Stark Backpack, the AW24 Eyewear collection from Marcolin, and all other MCM AW24 fashion and accessories.
