German luxury brand MCM recently released the 2019 autumn and winter series of advertising blockbusters, through the unique design and inspiration, to convey the theme of the autumn and winter series - to stimulate the multi-personal characteristics of self.
This blockbuster film is played by music star Billie Eilish. After less than two years of debut, it has become a symbol of the spirit of freedom and a representative of the unique voice of the new generation. Her lyrics that are true and straightforward are also popular among young people around the world. For fashion style, Billie Eilish also has his own unique insights, which have long been a fashion vane for young people.
The blockbuster film was shot by the new fashion photographer Lea Colombo. Born in South Africa, Colombo lives in London. Today, led by digital photography, she is good at breaking through the established rules of the fashion world, trying to preserve the original texture of the photo with young and elegant artistic techniques, thus presenting photographs that are difficult to copy. Colombo uses unique photographic expression techniques to show the different movements of the artist in the same picture, expressing the unique thinking of Z-generation musicians, including Billie Eilish, and the rapper and producer Childish Major, who both agree and love. Self-changing people set the characteristics.
Since the establishment of the MCM brand, it has always adapted to the changing lifestyle of young people with a sense of tidal flow, combination and customization, and reinterpreted the brand concept of creativity and luxury. The vision of the MCM brand also represents the personality of the current generation of young people: the spirits are strange, uninteresting, young and changeable, and their views are not bound by any group or idea. As its advocates are happy to break the rules of fashion and be brave in innovation, maverick is the spirit of MCM.
In the fall and winter of 2019, Billie Eilish and Childish Major broke the gender limitation of the styling, interpreted the same series of costumes, and showed their own style in multiple forms or self-confidence, masculine or feminine, rigorous or unassuming, classic or cool, traditional or avant-garde, these personality traits can be demonstrated in a large moment. In the product mix also breaks through the gender restrictions, Childish's pocket can be changed into Billie's messenger bag, and Billie's Parker coat can be turned into a Childish vest by simply pulling off the zipper, which defines the mobility of modern fashion.
Billie has been searching for ways to be accepted by the world. She said: "I like it, maybe others are not acceptable. People have too many stereotypes, and they will deny the life chosen by others without thinking. I want to break people's mindset. I want to be the one who changes."
The MCM 2019 Fall/Winter collection uses modern design concepts and mobility inspiration to present a bag and ready-to-wear collection with versatility and modularity as the core of creativity, interpreting the new travel experience and exploration spirit of contemporary young people, demonstrating the freedom and bold brand concept. The new design for travel and exploration combines versatility and practicality to completely liberate your hands, providing a unique experience for young travelers and feeling the freedom of the trend tribe.
On July 19th, MCM released the "Fantasyland" online interactive game, opened the mobile phone Taobao search "I want to join", and immediately placed in MCM "Fantasy Paradise". The interactive game uses MCM 2019 autumn and winter series blockbuster female singer Billie Eilish and rapper Childish Major as the prototype to design the avatar. Players can choose the character image or custom MCM shape to enter the virtual game city, and shuttle through the magical scene constructed by MCM classics. Among them, look for the real self according to the clues, and embark on a new discovery journey together with MCM. From July 19th to August 11th, MCM Shanghai Huamao iapm Plaza flagship store will hold the “Fantasy Paradise” theme event, re-enact online interactive game building scenes and carry out offline fantasy exploration. Together, they will build momentum for the MCM "Fantasyland" event on July 26.