MCM Spring/Summer 2012 - Behind-the-Scenes

Ambassadress- Jessica Miller

Strikingly rebellious and enchantingly blithe, top model Jessica Miller exudes a unspoken allure which radiates a hipnotic charm.  Having starred in numerous campaigns from Calvin Klein to Adidas by Stella McCartney, Chloe, Chanel Cosmetics as well as Armani, Fendi, Givenchy, Jimmy Choo, Miller is no stranger to high fashion. 

Discovered by Corrie Caster, Miller has graced the covers of magazines such as Vogue Italia, Vogue Paris, French L'Officiel, Numero, i-D, Nylon, Muse and Harpers Bazaar and has appeared in editorials for fashion magazines worldwide as well as the Pirelli Calendar of 2003 and 2004.

 Sources & Credits: L'Officiel, Velvet, Vogue, Fashion Model Directory

With dramatic, svelte eye-catching features, no model better exemplifies the sophisticated yet eccentrically spontaneous mood of Liberty Regained than Jessica Miller. 

Our seasonal IT bags Grace, Kitty & Veronika Isis embrace aggressive colour combinations whose quirkiness produce a pleasantly refreshing feel, which harmonise well with Miller’s arrestingly noticeable look. This season seeks to convey freedom as a breath of fresh air, and her captivating expressions exemplify the SS12 mood.  Miller was selected as her sharp features produce something of the unexpected, coinciding gracefully with our theme Liberty Regained.  In this campaign, she appears rebellious yet pristine, beguiling yet bold.

Featured Soundtrack

The soundtrack featured within the mood video is by German-based underground alternative band entitledThe Quarks.  Featuring the track ‘I Walk’ from their 2002 album dubbed Trigger Me Happy, this track was selected as its downbeat rhythm aligns enhances & elaborates Jessica’s mood within the campaign.  The track is edgy, downbeat and contemporary, conveying flavours of rebellion in conjunction with an intentional determination for an inner reclamation of liberty.  It exudes attitude, boldness, confidence and a bit of irony as it auditorally illustrates an inner blossoming. 

The lyrics highlight the act of ‘walking’- In this campaign the MCM heroine walks toward her own self made destiny and shapes her own freedom:

The Quarks - I Walk (Lyrics):

“I walk

You through the door

I walk

You to the door

You walk

Out of me

I walk

You leave the key

I walk…

I walk

I walk you lead

I walk

I walk you leave the key

I walk

I walk you lead

I, walk…

You say

That’s alright

You say that’s fine with me

I walk, you to the door

You walk out of me

I walk

I walk you lead

I walk

I walk you leave the key

I walk

I walk you lead

I walk

I, walk….

I walk

I walk you lead

I walk

I walk leave they key

I walk

I walk you lead

I, walk…

Something to remember something to forget

Something not to talk about, something that we had

Something to hang onto, something not for me

One thing left to tell you the thing to be free

Something to remember something to forget

Something not to talk about, something that we had

Something to hang onto, something not for me

One thing left to tell you the thing to be free”

Camilla Akrans, Photographer

 Starting as an artist, Camilla Akrans embarked on her photography career in 1999.  Taking a painter’s approach to photography and film, Akrans stayed true to her artistic roots.  Akrans’ work has been described as a ‘breath of fresh air’, using light, simple and romantic shots often in pastel colours & tones. With her unmistakable sense for light and pictorial composition, she repeatedly creates images of strong yet simultaneously sensual women and thus offers new perspectives on contemporary fashion. The focal point of the campaign is the strong, self-confident and independent MCM woman, which she evokes using a lens of sensuality, unabrasive lighting & introspective angles.

Stefan Pietch & Georgina Lim (PietschLim) Art Direction

 PietschLim were appointed Art Directors of Uniqlo’s Uniqlo Paper in 2006, in charge of directing and commissioning the magazines visual content and it ’s advertising usage. In 2008, they were appointed with the Creative Direction of Adidas ’ new SLVR collection to establish the brands’ visual language and oversee all communication aspects of its global launch. 

They since have been in charge of SL VR’s global advertising and retail communications.  Georgina and Stefan have collaborated on adv ertising productions with photographers like Alasdair McLellan, Alexei Hay, Karim Sadli, Collier Schorr, Daniel Jackson, Terry Richardson and Mark Segal amongst others. 

PietschLim received numerous Awards and Nominations including Art Directors Club Germany, Art Directors Club New York, Creative Review’s Creative Futures Award, Designpreis derundesrepublik Deutschland Nomination, iF Communication Design Awards amongst others.

 Source & Credit: PL Studio

Interview Stefan Pietsch, Art Director, PL STUDIO

 What inspired you to choose the Bayerischer Hof as the shooting location?

 The Spring Summer 2012 communication concept continues to look back into the future by choosing Munich, the birthplace of the brand as a backdrop. MCM was founded during Munich's heydays when the Bayerischer Hof was the place where the European Jetset were frequently spotted in. The choice of location reconnects with these times.

What feelings and moods did you want to evoke during the shoot?

The campaign portrays a modern woman against an opulent indoor backdrop. Styling and body language express an empowered and at times rebellious attitude. Building on the sophistication of the Autumn Winter 2011 campaign, this season adds passion and the unexpected. We casted Jessica Miller, who perfectly embodies the confidence, spontaneity and energy we were after.

Biggest Challenge:

Like with the Autumn Winter 2011 Campaign we were unlucky weather-wise and had to move the shoot indoors.  

Studio Seidel (Making-of Video)

Studio Seidel is a Munich based design and multimedia production agency founded by Florian Seidel, specialising in moving content. 

Campaign Story: http://blog.mcmworldwide.com/view/?page=494

Inspiration & Campaign Concept: http://blog.mcmworldwide.com/view/?page=498

Spring / Summer 2012 It-Bags: http://blog.mcmworldwide.com/view/?page=497

More: http://www.mcmworldwide.com/en/88.mcmWorld/main.asp#_