For our Spring Summer 2010 campaign, we took inspiration from our roots and decided to use Coco Rocha as the face of MCM. She filled the gorgeous boots Cindy Crawford had previously filled in the 80s.
Below is a quote from an article in the New York Times at the time of the campaign.
"As far as symbols of ’80s excess go, it’s hard to beat Cindy Crawford (she of big hair and voluptuous by model standards, anyway body) and MCM (Mode Creation Munich), the Euro leather goods brand, whose flashy logoed caramel-colored bags gave even Gucci and Louis Vuitton a run for their money. (Did we mention this was the ’80s?) The MCM ads were equally flashy, featuring Crawford perched on a pile of suitcases or posing wearing nothing except a giant MCM logo. (If that weren’t enough, they were signed “I want my MCM” and “The beginning of a beautiful friendship.” Awwww.) And while you might think that such naked consumption went the way of the world economy, you would think wrong. Not only has the brand been on a store opening spree with 15 new Saks Fifth Avenue boutiques and a Beverly Hills Rodeo Drive boutique scheduled for later this year, but it has signed on as a sponsor for New York fashion week. MCM is even recreating its Cindy Crawford campaign, this time around with the model Coco Rocha. Under the circumstances, the images are a bit more modest - Rocha’s mane is tamed down, and she’s wearing a bustier dress but the message is not lost."