German luxury fashion house MCM — a Gold Partner of The Moodie Davitt Virtual Travel Retail Expo — will be showcasing its latest travel-focused ‘Technomad’ collection at #Virtual Stand FA-G5.
The Technomad range features a combination of deconstructed sportswear and convertible tailoring pieces for both men and women. It offers monogram-printed denim shirts and jackets, tribal-inspired geometric printed tops and bottoms, and high and low top sneakers.
MCM Global Creative Director Dirk Schönberger said, “This collection is the beginning of a journey to real and virtual places — taking inspirations from both realms. In a mix of those cultural influences, we clash traditional tribal graphics with silhouettes inspired by Japanese garments to create a fresh take on tailoring and the modern street uniform.”
The range also takes inspiration from Berlin’s colourful street culture and features a ‘Berlin Bear Paws’ motif spray-painted in bright graffiti. It also offers MCM’s popular stackable mini and x-Mini bags.
Some other key looks include the translucent Logo Glitch shopper bag with a canvas insert, a body-skimming jacquard top and a unisex quilted down coat. MCM is also debuting the sustainable Terrain Lo sneaker made with organic cotton canvas and rubber outsole.
The accompanying media campaign is called ‘Hypertechnoreality’ and celebrates travel in all its forms. It presents a world in-between virtual and reality and celebrates MCM’s core values of freedom, movement and expression. It was shot by German photographer Timothy Schaumburg and directed by filmmaker Felix Aaron.
“Travel is our heritage, and movement is in our DNA. From the digital to the physical we consider travel as much a state of mind as a physical journey,” said Schönberger. “Our tribe exemplifies this paradigm: They defy convention, redefine borders, cross cultures, blur genders and have no limits. In this limbo they live interconnected lives and between time zones. They are not avatars, and have become creators of their own worlds — their own realities.”
MCM goes for Gold at Moodie Davitt Virtual Travel Retail Expo MCM is a Gold Partner at the Moodie Davitt Virtual Travel Retail Expo. The unique 5-day live event, followed by a 30-day showcase, begins on 12 October, just after the conclusion of the Chinese Golden Week holidays. It features a star-studded series of events across the five days, including a Symposium, category workshops and a new consumer research initiative. Registration is free for buyers, exhibitors and preferred media partners (Click here to register). |
