Evan Mock and Imran Potato Playfully Interpret MCM SS20 in Seasonal Campaign

Joined by Joo Won Dae, Daisy Maybe and Tayahna Walcott.

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Fashion
3,796 Hypes 3 Comments

MCM‘s seasonal rollout continues, as the German brand builds off its strong Fall/Winter 2019 season with a fresh array of goods for Spring/Summer 2020. To showcase the new assortment of sporty layering pieces, suiting and signature leather goods, MCM has recruited Evan Mock, Imran Potato and a variety of other emerging creatives, each offering their own spin on the label’s classic products.

Dubbed “From Munich Disco to Berlin Techno,” the new campaign draws inspiration from the flash and ease of dance music, bringing in singer Daisy Maybe, rapper Tayahna Walcott and model Won Dae Joo to represent the hard-partying, image-conscious appeal of the business. Slick track suits, cozy hoodies and sleek tailoring embodies the day-to-night cycle associated with the always-on music biz, highlighting heavily-branded looks ideal for clubs, venues and recording studios alike.

Genderless styling informs the shiny coats, athleisure-indebted hoodies and slouchy wide-legged trousers that appear throughout, upsetting a neutral color palette with sharp red, and blue accents, which also inform MCM’s timeless glasses, bags, pouches and sneakers. The latter categories include shoulder bags, cross-bodies, slings and duffels crafted from lavish leather and emblazoned with MCM’s monogram. A technical rolltop backpack underscores MCM creative director Dirk Schönberger’s progressive ethos for the brand, delivering options ideal for all many of lifestyles.

Look for the Spring/Summer 2020 range on MCM’s website and boutiques along with stockists like HBX.

Most recently, MCM highlighted new accessories in its SS20 Festive campaign.

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Photographer
Lukas Wassman
Model
Evan Mock, Imran Potato, Joo Won Dae, Daisy Maybe, Tayahna Walcott

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