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MCM Debut Spring/Summer 2017 Campaign ‘Punk Ethos’

By Umar Sarwar

For its SS17 campaign, MCM launch a bold new collection celebrating the spirit of punk in a fresh, contemporary fashion.

The campaign stars rising German models Lina Hoss and Erik Van Gils, who were photographed by the incredibly talented Mel Bles, whose work has been featured in Dazed, Numero and POP. The campaign’s playfulness and bold character seek to illustrate what punk means today, a philosophy executed well by stylist Celestine Cooney. Consequently, the campaign, both on and off screen, places emphasis on emerging, fresh face talent.

When speaking about the campaign, a MCM spokesperson stated “We juxtaposed references to punk with today’s style to create visuals and a short that were driven by the attitude of that music scene, something that is really relevant today. We used vibrant pop colours to convert punk from being ‘hard’ and focus on the positive change, youth, freedom and rebelliousness of the era.”

Reinforcing this link, the film is set to ‘Connection’ by ‘90s girl band Elastica, a track, and a group, that combined attitude, strength and femininity give firm nods to the punk acts that continue to inspire creativity today.