mcm heritage campaign cindy crawford

Autumn/Winter 2023 Campaign Heritage featuring Cindy Crawford

It’s been nearly three decades since Cindy Crawford graced our 1996 campaign… Now she’s back for AW 23 Heritage, with photographer Juergen Teller, to remind us why classic is forever.

Himmel Crossbody Wallet in Lauretos

2,275.00 SR; ~~2,275.00 SR~~; 2,275.00 SR
Unit price: per

MCM Ultra Eau de Parfum

360.00 SR; ~~360.00 SR~~; 360.00 SR
Unit price: per

Diamond Eau de Parfum

450.00 SR; ~~450.00 SR~~; 450.00 SR
Unit price: per

Diamond Eau de Parfum

360.00 SR; ~~360.00 SR~~; 360.00 SR
Unit price: per

MCM ONYX Eau de Parfum

415.00 SR; ~~415.00 SR~~; 415.00 SR
Unit price: per

MCM ONYX Eau de Parfum

340.00 SR; ~~340.00 SR~~; 340.00 SR
Unit price: per

Aren Crossbody w/ Pouch in Monogram Mix

2,495.00 SR; ~~2,495.00 SR~~; 2,495.00 SR
Unit price: per

Classic Cap in Lauretos Denim Jacquard

1,285.00 SR; ~~1,285.00 SR~~; 1,285.00 SR
Unit price: per

The campaign links our past and present to inform a new direction for the future of classics. A fresh-faced Cindy walked onto our set for the first time, and like magic, the youthful attitude of MCM radiated from every frame.

Lensed by Juergen Teller, 2023

It was nostalgic for me to travel back in time with MCM from our first photoshoot in the 90’s with my dear friend, Herb Ritts. Their classic bags remain timeless."

— Cindy Crawford

And this time, through Teller’s lens and Fabien Baron’s direction, her natural movement and unwavering confidence (our core ethos, might we add) proved exactly how to maintain legend status.

It was an honor to capture the new L’enfant terrible ethos with two incredible collaborators. First with a long-time friend that I have admired and enjoyed working with over several years – Cindy Crawford. Working with her is working with a true professional, and I appreciate the tenacity and knowledge she brings to any project. Secondly, Juergen Teller a true artist that brings an undeniably unique and infamous perspective to his work. Together we were able to create imagery that will mark the start of a new era for MCM."

— Fabien Baron

This new campaign is an important next step in our repositioning with a new brand direction which we first introduced at Milan Fashion Week this past June. With Cindy, we celebrate the classic heritage codes that helped to define us. Going forward, you will see MCM introduce a new and refreshed lifestyle assortment of ready-to wear alongside reimagined leather goods and accessories with our Spring-Summer 2024 collection. Exploring our past with Cindy Crawford is a strong reminder to our audience of the brand’s iconography—and at the same time, it sends a message about the steps that we are taking to elevate the future of MCM."

— Sabine Brunner, President & Global Brand and Commercial Officer, MCM Global AG