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Through its designs and spirit, MCM enables multitudes of personal expression.
That is the message at the center of the brand’s Autumn/Winter 2019 campaign, which stars Billie Eilish, the global pop icon and this year’s’s breakthrough music superstar. In less than two years since her debut EP, Eilish has emerged as a symbol of freedom and the singular voice of a new generation, her honest, soul-bearing lyrics endearing her to legions of young people worldwide. Photographer Lea Colombo—herself one of fashion’s millennial insurgents—captures the singer in multiple states of motion within a single portrait. The resulting imagery reflects the unique mindsets of Eilish, the rapper-producer Childish Major, and other members of Generation Z, who embrace—and even glorify—their identities as being constantly in flux.
Since its founding, MCM has redefined the essence of creativity and luxury with dynamic, modular, and customizable products—functional pieces suited to ever-shifting lives. MCM’s vision is a reflection of its consumers’ mindset: eccentric, irreverent, playful, youthful, fluid, and untethered to any one specific tribe or clique or aesthetic or set of borders or school of thought. Much like its wearer, MCM defies cliché and convention and tends toward a healthy irreverence.
In the Autumn/Winter 2019 campaign, Eilish and Major share the same wardrobes of genderless apparel and accessories. Through their styling, multiple forms of self-expression emerge. Shy or self-assured, masculine or feminine, urban or emo, classic or cool, old school or next gen—these qualities are dialed up or down to suit the stars’ identities in a given moment. His belt bag becomes her cross-body. Her parka becomes his tech vest—in the space of just a few zips. The imagery shows how cultural fluidity defines modern style.
Colombo, a rising female photographer born in South Africa and based in London, similarly defies the established systems of the fashion world. Shooting on film in an industry dominated by digital, Colombo retains a raw texture to her photos—an artistic edge that is youthful yet elegant. For her and for her subjects, a resistance to classification leads to work that is impossible to replicate.
Eilish strives to interrogate the accepted ways of the world. “I love to glorify the things that make people uncomfortable. We’re so used to one way of living that we think other peoples’ lifestyles are wrong—sometimes automatically, without even thinking. I want to mess with what people are used to. I want to be that other.”
The campaign will release globally via all of the brand’s communication channels from retail, digital, print, social and e-com from July 2019.
