Debuting its first full ready-to-wear and accessories collection, designed by a newly appointed in-house team, contemporary luxury brand MCM presented its Spring/Summer 2019 Luft Collection as part of the prestigious Pitti Uomo event in Firenze, Italy.
This season the German-born label, founded in Munich 1976, has expanded on its heritage in travel accessories to become an all-encompassing lifestyle brand.
A full men’s and women’s ready-to-wear collection sits alongside the signature backpacks, leather goods, eyewear and footwear.
Designed for the 21st-Century Global Nomad, the multi-functional, modular and genderless collection allows the wearer to move and travel freely 24/7, whether that is cross-city or country-to-country.
The SS19 collection is a vibrant, youthful and utilitarian offer, designed with both statement and functionality in mind and presented via a powerful and immersive show.
Inspired by air-based sports such as skydiving, both key to the collection itself, guests experienced a multi-sensory runway that took them on a journey through the clouds. An atmospheric, tropical storm opened the show, leading into an audio/visual immersive presentation that referenced the collection’s concept. Freedom of movement and spontaneous travel were visualized through storms, clouds and blue skies. The presentation was highlighted by the landing of a skydiver across the show space.
As the finale of the show, clouds moved back to form rain, creating a pillar of light and moisture in the center of the space which then dissolves into clear blue sky, with models regrouping to allow the audience to get a close-up view.
The title of the Spring/Summer 2019 collection, Luft, meaning air in German, is a celebration of freedom of movement and hands-free travel. Focusing on air-based sport, the silhouettes draw on utilitarian uniform with skydiving as one of the core inspirations.
MCM x Pitti Uomo Presentation
Creative Direction: Andrew Tomlinson
Music: Frederic Sanchez
Hair: Larry King
Make Up: Jenny Combs
Styling: David Bradshaw
Show Production: Karla Otto