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Fly with Punk: Behind-the-Scenes Making-of Feature

02-10-2013

It’s a bird… no it’s a plane… no, it’s MCM!  Our latest aero-lux tribute presents the unrestrained drive to break style boundaries, pilot jet ways of self-expression, and adopting the essence of iconoclasm, articulated through theatrical aero-chic visuals, dramatic flying imagery and hands-free punk-couture backpacks: so how did we prepare this mood video exclusive to be ready for take-off?  Skydive behind-the-scenes and explore the making of our virtual show mood video tribute:

 

The Concept:

 

 

Paying a neo-couture tribute to the legendary golden age of flight and the raw aesthetics of the early punk movement, the Autumn / Winter 2013 “Fly with Punk” virtual show window mood video theatrically interprets the modern feeling of passion, the unexpected and rebellion in a contemporary neo-grunge aesthetic.  Designed to celebrate the musical genres that defined the attitude & feeling of our AW13 collection, the retro-futuristic mood video introspectively celebrates the iconoclasm of contemporary forerunners who trail-blaze unexpected airways through the essence of punk.

 

 

The Autumn / Winter '13 grunge-glam campaign tribute radiates adventure, ambition, originality and airlifts into the unknown, inspired by the crossroads where music, art and fashion fuse between rock and roll.  The virtual show window mood video exclusive visually articulates MCM as a novel paradigm that embraces endless horizons with an anything-is-possible determination

 

 

Filming & Editing:

 

The Autumn / Winter '13 feature debuts two dancers flying alongside the veneers of a dramatic vintage airliner, lyrically reminiscent of style cadets, rock stars in glittering concerts & airborne co-pilots in search of new fantasies and horizons. 

 

To emulate the tough-lux unrestrained imagery of flight, the dancer-models participated in numerous photo shoots featuring a trampoline against a green screen:

 

 

 

 

After numerous hours of shooting and retakes, the finalisation process began, the Dubendorf skyline was edited in, and the "Fly with Punk" campaign took to the skies:

 

 

 

 

Story Board & Inspirations:

 

No pre-production is complete without a story board and a bevy of inspirations to infuse it with life.  As such, using a regal-rock lens, the first-class virtual show window lands over a duo of inspirations portraying an anachronistic perspective where punk and panache collide.  Fusing the Age of Travel with a hard-edged anti-establishment attitude, the glam-rock tribute embraces the vein of rebellion & non-conformity between the fusion of fashion and funk:

 

 

 

From the drawing board, to concepting, to staging, to lights-camera-action, our Fly with Punk virtual show window took off in 2D and landed in 3D

  

The Styling:

 

 

Style is the limit: in our latest mood video exclusive, MCM becomes the complete embodiment of a spectacular spirit of adventure through rebellious looks, renegade tough-lux styles, and bold without-a-cause designs. 

 

 

 

Celebrating mobility, travel and flight, our latest aero-couture tribute introduces a gamut of our Autumn/Winter ’13 backpacks highlighting hands-free functionality and a free-spirited audaciousness attitude. Get to know the backpacks on the runway:

 

 

The elaborate& lavish AW13 Armour Collection makes a glamorous debut, unveiling a bevy of ornate shapes exuding bold-chic motifs boasting maximalist sophistication sans ostentation. Designed with an exotic touch, the latest Armour Collection features MCM’s newly-debuted bronze edition, featuring a rainfall of shingly studs on a landscape of python Visetos materials, fused with MCM’s timeless monogram pattern for a superior aesthetic, guaranteed to inspire onlookers with envy. Adorned with 24k gold-plated hardwares, the prolific collection presents a variety of accessories including pouches, a drawstring shopper, backpack, pouches, bracelets, and belts bestowing a passion for opulence, embracing overtones of 'punk' with panache. 

 

 

For more "Fly with Punk" backpack styles, visit our Backpack Microsite: http://themcmbackpack.com

 

Tags
Fly with , Punk , Making-of , mood video , backpack
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