Cindy Crawford stars in new MCM heritage campaign as it continues revamp

By

Sandra Halliday

Published
Aug 21, 2023

Nineties supermodels are riding high at the moment with the new British Vogue cover underling that fact. And they’re scoring plenty of major ad campaigns. The latest has just launched with Cindy Crawford fronting MCM’s AW23 heritage campaign.

In images shot by Juergen Teller, the bag brand is celebrating “the classic heritage codes that helped to define its iconic style and luxury history”.

The company said it’s “a significant moment” for it as the German luxury fashion house “honours its heritage with an advertising and digital content campaign showcasing iconic house codes and signature styles”.

The campaign aims to link MCM’s past with its present—with subtle references to its 1996 campaign that also featured Crawford, and was shot by the late Herb Ritts.

For this year, the company said Teller has captured the label’s “seasonless, ageless and genderless spirit, all of which embody the zeitgeist of the brand”.

The campaign depicts the supermodel cradling the latest Mode Travia crossbody bag in leather, lounging against an assortment of MCM’s “most iconic” caramel-hued silhouettes and accessories – the backpack, the shopper, the shoulder bag, the Boston bag, the crossbody and the tote.

And it “marks an important next step in the strategic MCM repositioning with a new brand direction,” which was first introduced at Milan Fashion Week in June.