ONE SMALL STEP FOR A BAG, ONE GIANT LEAP FOR STYLE – MCM’S JOURNEY TO MARS Featuring Matt Dillon alongside MCM’s creative Innovations
MCM has always been about pushing boundaries; this year, they’ve set their sights on Mars. In an audacious move that screams ambition and innovation, MCM launches the “From München to Mars” campaign, a testament to their vision and a nod to their tech-savvy global audience, celebrating German engineering since 1976.
Hollywood Icon Matt Dillon Joins MCM’s Mission
Generating actor Matt Dillon leads the charge in this cosmic campaign, joined by up-and-coming actress Zelda Adams and model Steph Shiu. Dillon, known for his diverse roles in Hollywood, brings a touch of cinematic flair to the campaign. His upcoming film is generating buzz, showcasing his timeless appeal and versatility. Dillon’s involvement as a brand ambassador for MCM highlights his enduring style and charisma, making him the perfect face for this pioneering campaign.
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 for the digital nomad. It is available in a luxurious mix of materials, including cow suede and fine Italian calf leather, 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
The mission “From München To Mars” epitomizes MCM’s spirit of innovation. Alongside the 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 and leveraging new technology to explore new horizons. AI plays a significant role in this campaign by leaping innovation and 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.
Join the Expedition
In this social-first campaign, followers can track the Mars expedition online via QR codes that link to the expedition hub. There, they’ll find 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.
About MCM (Modern Creation München)
Founded in Germany in 1976 as an alternative to traditional luxury, MCM was the “enfant terrible” that created the ultimate accessories and lifestyle goods for the innovative and unapologetically luxurious lifestyle of the 1970s Munich scene. Today, MCM continues to harness its heritage of sophisticated rebellion to pioneer new expressions of luxury for a new generation of independent-minded consumers. Under the visionary leadership of Sung-Joo Kim, who acquired the brand in 2005, MCM is surging forward with a unique vision, new iconic designs, and a boundary-breaking approach to innovation. MCM is currently distributed in 584 stores in 43 countries, including Munich, Berlin, Zurich, London, Paris, New York, LA, Hong Kong, Shanghai, Beijing, Seoul, Tokyo, the Middle East, and other major luxury destination cities worldwide.
With Matt Dillon at the forefront, MCM’s ‘From München to Mars’ campaign is not just a celebration of fashion but a tribute to innovation, heritage, and the pioneering spirit of exploration. Join MCM on this extraordinary journey as they aim to redefine luxury for modern times.
Comments, questions, or feedback? Could you email me at jdeacetis@gmail.com?
About the Author:
Joseph DeAcetis covers the intersections of style, culture, art, and fashion, particularly emphasizing menswear’s evolving status. Throughout his career, he has written award-winning columns for Esquire, People Magazine, Robb Report, and Playboy.
Most recently, he served as a creative fashion director for Forbes Media as a critic and reporter. He has written widely on the importance of dressing for success and how technological advancements have influenced the business of fashion in the
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