One of the the primary themes this season centralise around the concept of ‘freedom’. As such, MCM seeks to not only progress from last season’s message that “anything is possible”, but to communicate empowerment via liberation. The notions of freedom & empowerment, hence generated the groundwork this season’s official theme entitled “Blossoms in Munich: Liberty Regained”
This Spring Summer 2012 communication concept fuses time by taking a glance toward the future by looking back, selecting the birthplace of the brand as a backdrop. The campaign presents an assertive, modern woman against a timeless Munich setting featuring bold styling and unconventional body language which expresses a rebellious yet self empowered woman.
Building on the neoclassic sophisticated flavours seen in the Autumn / Winter 2011 campaign, this season justaposes passion with the unexpected. This season MCM is an attitude - it’s sophisticated, spontaneous, creative & energetic.
This season, the ‘unexpected’ is fused with intentions of the deliberate for the sake of the purity of expression. This modern interpretation of ‘lux’ is tough, independent and full of surprises. It is eccentric, however embodies a noveau-minamilism which is intended to feel as refreshing as a Spring breeze, or a ‘breath of fresh air’
For Spring Summer 2012, empowerment is all about individuality and the unanticipated expression thereof. The purity of individual expression challenges themes from the season prior, the traditional and everything of the conservative for the sake of freedom. By taking the conventional and inversing it, you find liberty
While this season’s modern aesthetic is movement defined by intention, liberty and freedom of movement are captured through eccentricity. While the overarching attitude is bold, it likewise embraces a neutral & carefree outlook where the individual chooses what to think, wear and become
This season challenges everything conventional within socio-cultural archetypes and redefines them. In this campaign, MCM challenges the notion of the working woman and redefines her style as tough, boldly pristine yet unapologetically self-assured. This redefinition is intended to catalyse an inner blossoming towards a newfound liberty and freedom in style, paved by intention
The lifestyle embraced by MCM’s Spring-Summer 2012 heroine is a harmonic coexistence between her social, professional and family lives where she is the ringleader. She defines her own liberty by making life her own runway
Freedom in movement and expression alludes to an eccentricity that lends itself towards maximalism. Another theme likewise permeating the Spring Summer 2012 season rethinks the natural and transforms the expression into an ‘eco-hedonism’; here, freedom is manifested through an incorporation of the wild & natural. In this campaign MCM embraces voluminous & theatrical florae to represent liberty and freedom through blossoming
With an unconventional aesthetic, the MCM heroine is a head-turner, a trend setter and daredevil. She chooses bold accessories with strong colour contrasts that flaunt daring colour combinations, boasting quirky-cool styles. They visually commemorate a blossoming from within, catalysing a self-empowered freedom. It’s an emotional rediscovery where liberty is redefined by intention, and embraced by determination. Anything is possible as long as it is believed
Campaign Story: http://blog.mcmworldwide.com/view/?page=494