MCM AW 2015 – We Are The Futurists

With so many Chinese fans seen carrying MCM studded backpacks everywhere, perhaps you’re wondering if MCM is a Chinese brand? In fact, it’s actually a German brand that is now owned by a South Korean retail business called Sungjoo Group.

If there’s one thing that Chinese people don’t do, it’s love brands that are actually made in China – that might sound ironic, but it’s a fact! Good thing then that our generation is reviving the concept of homegrown Chinese brands, not just for our own people but for the whole world. But really it shouldn’t matter where a brand is from, made or designed; all that matters is its quality.

Many Chinese people know MCM purely as the German luxury leather pioneer, and the only style they seem to go crazy for is their studded backpack. But actually, MCM has so much more to offer; its latest global AW15 campaign “We are the Futurists”, captured by the Munich-born photographer Daniel Sannwald, is proof of this and hit me like BOOM!

In this integrated campaign, it’s not just about the products but the people. MCM’s global cast features a group of forward-thinking talents from the worlds of art, design and culture, including the Chinese supermodel Ming Xi, New York-based artist Tali Lennox, Korean tattoo artist Noma Han, Swedish dancer and choreographer Benjamin Milan, and multi-disciplinary artist Juliana Huxtable.

Chosen for their unparalleled creativity and fearless outlook, each talent takes on a Futurist persona – from The Believer to The Creator – that transcends the boundaries of society to form a new world where anything is possible. Each Futurist is paired with a bag from the MCM AW15 collection whose visual aesthetic matches their own; featured bags include the Milla, Berlin, Heritage Weekender, Transformer and Munich.

“We are the wanderers, innovators and creators of tomorrow who understand that the journey is more important than the destination. We are defined not by the world we live in but by the world we create. We are the Futurists.”

I hope all Chinese will see themselves beyond the logos they carry, but in the design that fits their persona the best. In the near future…