Supermodel Cindy Crawford, renowned for her timeless appeal, is the face of the MCM fall-winter 2023 campaign, returning to collaborate with the brand after previously fronting ads in 1996. The campaign, photographed by Juergen Teller and orchestrated by creative director Fabien Baron, is designed to celebrate MCM’s heritage accessories and pay homage to Crawford’s earlier shoot with the brand.
Cindy Crawford for MCM Fall 2023 Campaign
Featuring iconic designs from the handbag brand, such as the backpack, shopper, shoulder bag, Boston bag, and crossbody, the imagery showcases Cindy posing against an assortment of caramel brown bags donned in an all-black look. The MCM fall 2023 campaign’s visual elegance is further enhanced by the stylistic choices of Jessica Diehl, the makeup artistry of Diane Kendal, and hair creativity by Benjamin Muller.
Cindy’s sentimental attachment to the brand is evident as she recalls, “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.”
Beyond Cindy Crawford’s recent appearance on Vogue US’s September cover, her daughter Kaia Gerber continues to make waves in the fashion world, most recently fronting a Celine campaign.
This collaboration also marks a significant moment for MCM as it symbolizes a new era, linking past with present and embodying the brand’s seasonless, ageless, and genderless spirit. Sabine Brunner, President & Global Brand and Commercial Officer, MCM Global AG, highlighted that this campaign is an essential step toward the brand’s repositioning and future direction.
