Cindy Crawford Stars in Latest MCM Campaign

Revisiting the ’90s connection, the iconic supermodel poses with the brand’s signature leather collection

In its recent campaign, MCM pays tribute to its iconic caramel monogram leather collection, featuring the renowned ’90s supermodel, Cindy Crawford. This marks a reunion for Crawford with MCM, recalling her 1996 campaign for the brand shot by Herb Ritts.

For the latest campaign, renowned photographer Juergen Teller captures Crawford amidst an assortment of MCM backpacks, totes, and weekenders, highlighting the German brand’s newest cross-body design, the Mode Travia.

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

This campaign, which is now live on MCM’s digital platforms, is a segment of the brand’s strategic transformation to emerge as a comprehensive digital luxury label. The aim is to diversify MCM’s presence across accessories, ready-to-wear, and lifestyle categories.

In recent developments, MCM introduced Tina Lutz and Katie Chung to helm its global design and creative direction, amplifying the brand’s distinguished features in line with contemporary market trends. The brand’s historic motifs, originating in 1976, played a pivotal role in the campaign’s creative direction led by Fabien Baron.

It was an honor to capture the new L’enfant terrible ethos with two incredible collaborators… Cindy Crawford… Juergen Teller… Together we were able to create imagery that will mark the start of a new era for MCM.
Fabien Baron

Sabine Brunner, the President & Global Brand and Commercial Officer of MCM Global AG, emphasized the campaign’s homage to MCM’s foundational elements: “This new campaign is an important next step in our repositioning… With Cindy, we celebrate the classic heritage codes that helped to define us. Going forward… 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.”