Things don’t really get much more immersive than the 360-degree installation (complete with digitally-traversed weather features, cityscapes, landscapes and deep-blue LED lights that lit up the Grand Connaught Room) shown at MCM X Christopher Raeburn’s spectacle yesterday. “To celebrate our 40th anniversary, we invited the British fashion designer to re-imagine the future of travel for a new generation of global nomads in three ways,” said MCM of their debut capsule collection with Raeburn.
The collection – made for someone who travels and lives fluidly between cities and countries – pushes the limits of creativity and innovation. 3-in-1 bags make for repurposing; roomy camo jackets lift their function from the military; and waterproof riding jackets serve us British people well. The palette dipped into playful, youthful hues (dove grey, sky blue and sunshine yellow) making for a charming summer get-up, and making a nod to the Bavarian flag. “The partnership provides great opportunities for us to innovate together, both in product and digital presentation,” said Christopher Raeburn. “It’s a focus on innovation, functionality, and quality but with due respect to heritage and authenticity.”
Architected around five key aesthetic attributes (multifunctional; sustainable; unisex; season-less; and mobile) serve up a selection of technical fabrics and sustainable materials. “Made of Move” toys with cultures and technologies – it’s both dynamic as it is sustainable. And, it’s the ultimate celebration of MCM’s 40th anniversary.
GALLERYBackstage images from MCM SS17