For Spring / Summer 2017, MCM and rising British designer Christopher Raeburn debuted a capsule collection in celebration of the travel luxury label's 40th anniversary this year. MCM and Raeburn reimagined movement and boldly expressed a responsible and sustainable creativity while paying homage to the brand's storied past. Presented on June 11, 2016, as part of London Collections Men, the range redefined modern travel for global nomads with technical fabrics and sustainable materials.
So, when tasked with creating new ideas that stayed true to this heritage, Raeburn did what he does best. He deconstructed. The designer literally dismantled MCM’s famous logo backpacks, working them into a slick biker jacket that still retained the bags’ original zips and fastenings. “it’s a step-by-step process of one thing going into the other,” he shared backstage. “There’s really a story behind everything – I think that’s super important.” Raeburn also nods to the brand’s country heritage. The dominant colour palette of grey, blue and yellow was a subtle tribute to the colours of the Bavarian flag, whereas a series of t-shirts and sweatshirts were adorned with an abstract ‘MCM’ print which mimicked the motion of wind.
In addition to all that, the presentation also digitally captivating. Held at Grand Connaught Rooms, was created in collaboration with renowned design studio Universal Everything and soundtracked by London duo Raime. It featured a 360-degree immersive installation that took models and attendees on an uplifting journey through pop-digital weather systems. Inspired by the physics of the environment, MCM traversed wind, rain, sun, and various landscapes and cityscapes to illustrate the brand story of 'made to move,' which once again, paying tribute to the brand's travel heritage and Munich origins.
Photo via prnewswire.com