AW—21 M’ETAVERSE

AW—21 M’ETAVERSE

AW—21 M’ETAVERSE

August, 2021

The 45th anniversary campaign unites multiple lives at a singular point, creating a nexus between the natural, virtual, and communal worlds. A realm where contrast equals harmony... This is the M’ETAVERSE.

The 45th anniversary campaign unites multiple lives at a singular point, creating a nexus between the natural, virtual, and communal worlds. A realm where contrast equals harmony... This is the M’ETAVERSE.

SHOP AW21

All Roads Lead To MCM

Musician A$AP Nast, digital creators Stella Lucia and Kiddy Akita, and model Lukas Marshall navigate the halls of the M’ETAVERSE in search of an outdoor escape and an inward retreat. Standing as the sole landmark, MCM’s new Cubic Logo quickly becomes home—a source of comfort, a space where connections are formed, and the point from which all journeys begin and end.

Through a mix of structured tailoring and deconstructed silhouettes, the elevated looks of the 45th anniversary collection epitomize the past and future of MCM. The composite styles also represent the modern individual: a set of separate sensibilities that form a whole greater than the sum of its parts.

Setting the Tone

Eternal explorers A$AP Nast and crew don the season’s leather goods in vibrant hues inspired by the sights, flavors, and emotions of travel. The colors are digitally enhanced, resulting in tones that excel in the virtual and physical worlds alike. Italian leather and embossed Spanish leather function as textured canvases for these upgraded shades, adding another layer of sensorial delight.

AW21
AW21
AW21
AW21

Classic Codes, Modern Styling

The Cubic Logo may signal the next chapter. But a singular word still defines the timeless nature of MCM: Visetos. The trilogy of letters, laurel leaves, and Bavarian diamonds signify German design prowess and craftsmanship the world over. True to its nomadic roots, the heritage monogram graces miniature Boston bags inspired by archival luggage, cosmopolitan companions made specifically for the urban commuter, and modular crossbody bags for multi-occasion use.

AW21
AW21

Never one to rest on our Laurels, MCM revamps the classic crest with the Color Splash Visetos line. The codes shine bright atop black leather goods, projecting starry optimism akin to a polychromatic night sky.

AW21
AW21

A Responsible Realm

A higher plane of consciousness, the M’ETAVERSE undoubtedly embodies MCM’s commitment to sustainability through the introduction of responsible fabrics.

Tailored silhouettes in cruelty-free virgin wool unite compassion and class. Recycled nylon and polyester outerwear meld quality and performance while regenerated cashmere and plush eco fur prove that soft splendor and sustainability go hand-in-hand. Classic tops and sweatshirts round out the ready-to-wear line in organic cotton—farmed without the use of chemicals in order to minimize damage to the environment.

AW21
AW21

FILM

Stylist: Haley Wollens
Casting Director: Kyra Sophie
Set Designer: Leonardo Papini
Lead Hair & Makeup Artist: Adiam Habtezion
Nail Artist: Rachel Foreman
Production: VERS & Modest Department
Director: Felix Aaron
Director of Photography: Konstantin Mazov
Executive Producer: Jannis Birsner, Johannes Lehmann
Producer: Benedikt Merten
Editor: Gerrit Piechowski
Colorist: Delfina Mayer
Music & Sound Design: Lukas Seifert


PHOTO

Stylist: Haley Wollens
Casting Director: Kyra Sophie
Set Designer: Leonardo Papini
Lead Hair & Makeup Artist: Adiam Habtezion
Nail Artist: Rachel Foreman
Production: VERS
Photographer: Bruno Staub
Secondary Photographer: Rémi Lamandé
Executive Producer: Jannis Birsner
Producer: Amelie Rehm
Retouching: Imagin Productions, Sheriff

Shop AW–21