MCM Unveils SS18 Campaign ‘VIVA LIFE’
World-renowned luxury brand MCM, debuts its SS18 campaign, entitled ‘Viva Life’- a vibrant celebration of life inspired by an exciting new collection that champions youth, energy, movement and boundless creativity. Bringing together a community of next
World-renowned luxury brand MCM, debuts its SS18 campaign, entitled ‘Viva Life’– a vibrant celebration of life inspired by an exciting new collection that champions youth, energy, movement and boundless creativity.
Bringing together a community of next generation creatives, the campaign introduces the new MCM tribe- youthful vanguards who embody and inspire the spirit of the brand, including top model, Golden Barbie AKA Jasmine Sanders, and American football star-turned-fashion influencer Cordell Broadus.
Shot by up-and-coming British photographer Tom Johnson, and styled by New York-based Jay Massacret, the campaign is a bold and fresh showcase of the collection’s new and updated MCM styles. Each featured piece is matched to the models’ individual personality, in dynamic poses that reflect a drive to forge their own path. The striking images bring together two of the SS18 collection’s key themes: victory and unity. Effortlessly channelling the collection’s sporting mood, models stand strong and triumphant within the images, mirroring the collection’s identity.
These are multifaceted millennials who are in keeping with MCM’s tradition of tireless innovation, move beyond borders between career paths, creative pursuits and modes of artistic expression. MCM’s pledge to support the next wave of global talent extends to the creative pioneers on both sides of the lens. For SS18 MCM teams 26-year old rising star Tom Johnson, with prominent stylist Jay Massacret, who brings a unique vision to the campaign.
Photographer: Tom Johnson
Stylist: Jay Massacret
Set Design: Julia Wagner
DP: Julian Kapadia/John Schmidt
MCM SS18 ‘Viva Life’ Campaign