MCM's collaboration with Sony Music illustrates MCM's musical origins since its inception in 1976, dating back to the era of dreamy discotheques and rock 'n' roll.
MCM's new Spring/Summer 2023 collection focuses on the interesting and uninhibited side of the world, launching three capsule collections with different styles: Meta Safari, Cyberpunk and Meta Ocean. In this season's design, MCM continues its virtual journey to reinterpret the natural world through cyberpunk aesthetics, leading people on a magical journey from nature to fashion, capturing the colorful of the world.
Different from the traditional blockbuster shooting, MCM adopts a more innovative form of expression, finding artists who match the brand's culture and serving as creative partners for the spring/summer 2023 blockbuster. Musician Tate McRae is known for her song "You Broke Me First"; As part of a new generation of musicians, Tate and the new voices she represents are reshaping the face of today's music industry.
In this blockbuster, MCM and Tate McRae focus on creative concepts, song interpretations and various professional details, and finally present two sets of wonderful visual blockbusters and video materials, evoking natural energy and emotions through vivid lens language, leading people into the bizarre world of music, exploring the fantasy journey of inspiration and nature.
"It is a great honor to work with MCM. Starring in a movie-like commercial is a dream of all time, and to be able to express my most original and authentic self while working with a brand I have loved for many years is profound and memorable for me," said Tate McRae.
The spring/summer 2023 blockbuster consists of two chapters. Tate performed her hit single "she's all I wanna be" in the first chapter. With a new pleated skirt and intarsia knit bodice, a variety of new leather bags are unveiled, including the new Mode Travia shoulder bag and handbag.
The second chapter begins with Tate McRae's latest single "uh oh", Tate's top-bodied Cyberpunk jacket and over-the-knee boots, a cool interpretation of MCM's new Denim series bags. The bag is made from Italian denim jacquard with classic prints for a modern twist.
The full version of the MV video jointly created by MCM and Sony Music has been mcmworldwide.com on the official website of MCM, and the official Weibo and WeChat have been launched one after another. MCM's new collection for Spring Summer is available in Chinese boutiques, on its website and in its online store.