MCM x BAPE Spring/Summer 2024 Ad Campaign


Spring/Summer 2024 Ad Campaign

Review of MCM x BAPE Lunar New Year 2024 Ad Campaign

MCM and BAPE reunite for another collaborative capsule, this time in celebration of Lunar New Year 2024.

The capsule collection fuses the most recognizable iconographic elements of both brands, applying A Bathing Ape’s iconic logo and bomber graphics over MCM’s unmistakable monogram. Meahwhile, golden dragons slither across the design, nodding to the spirit of the new year in a statement of unabashedly bold style.

The campaign channels this lux streetwear aesthetic, following a group of friends as they celebrate the new year. The elegant setting is rife with details that pay homage to the heritage of Chinese art and architecture, nodding to the holiday’s cultural origins while creating fun new traditions.