AW14 - MCM embarks on a voyage to the virtual for the launch of the latest campaign, entitled ‘Digital Soldier’.
A strong singular figure inhabits a serendipitously glitched landscape, inspired by the vision of a post-gender digital future and our increasing inhabitation of the online space.
Shifting the lens from SS14's epicene utopia to the empowering androgyny of a virtual space, MCM engages the infinite potential of the hyper-real as the idea behind the collection and the accompanying campaign.
A matrix grid of subtle studded detailing converges seasonal camouflage and jaguar prints in a fusion of the organic and digital.
The campaign takes its cue from a comment by the artist Nam June Paik, known as the founding father of video art.
"Skin has become inadequate in interfacing with reality. Technology has become the body's new membrane of existence".
Shot in New York by Daniel Jackson, the campaign portrays German model Antonia Wesseloh as the epitome of the strong and androgynous image of the Digital Soldier.
The photography is disrupted by digital glitches, finding beauty in the random distortion and misplacement of pixels.
Photography / Video: Dan Jackson @ http://www.mapltd.com
Creative Direction: PL Studio / Pietsch Lim @ http://www.pl-studio.com
Styling: Tiina Laakonen @ http://www.streeters.com
Makeup: Hannah Murray @ http://www.artandcommerce.com
Hair: Didier Malige @ http://www.artpartner.com
Model: Antonia Wesseloh @ http://www.modelwerk.com