Cindy Crawford proves she’s still got 'it' in MCM’s latest campaign
Iconic supermodel Cindy Crawford has reclaimed her crown as the face of MCM, 27 years since she made her modelling debut for the German luxury house’s 1996 campaign.
Just weeks after MCM features actress-turned-entrepreneur Lindsay Lohan in its Crocs campaign, the German luxury house has onboarded another celebrity. However, this pairing is bound to spark a sense of nostalgia for loyal MCM fans.
The last time Crawford was the face of an MCM campaign was in 1996, shot by Herb Ritts. Now, for the autumn/winter 2023 campaign, the model was photographed by Juergen Teller.
Cindy Crawford said: "It was nostalgic for me to travel back in time with MCM from our first photo shoot in the 90s with my dear friend, Herb Ritts. Their classic bags remain timeless."
Produced in collaboration with Creative director Fabien Baron of Baron & Baron, Juergen Teller captures MCM’s seasonless, ageless and genderless spirit - all of which embody the zeitgeist of the brand.
Cindy Crawford for MCM, 1996
The campaign links MCM’s past with its present, with subtle references to the 1996 campaign. It presents a youthful mood and an unapologetic attitude, depicting the iconic supermodel lounging against an assortment of MCM’s best-selling caramel-hued silhouettes.
Sabine Brunner, President & Global Brand and Commercial Officer at MCM Global AG, added: "This new campaign is an important next step in our repositioning with a new brand direction which we first introduced at Milan Fashion Week this past June. With Cindy, we celebrate the classic heritage codes that helped to define us.
"Going forward, you will see MCM introduce a new and refreshed lifestyle assortment of ready-to-wear alongside reimagined leather goods and accessories with our Spring-Summer 2024 collection. Exploring our past with Cindy Crawford is a strong reminder to our audience of the brand’s iconography—and at the same time, it sends a message about the steps that we are taking to elevate the future of MCM."
