MCM at Pitti Uomo
Immersive Presentation Showcases German-bornMCM’s First
RTW & Lifestyle Collection
Debuting its first full ready-to-wear and accessories collection, designed by a newly appointed in-house team, contemporary luxury brand MCM presented its Spring/Summer 2019 Luft Collectionas part of the prestigious Pitti Uomo event in Firenze, Italy. This season the German-born label, founded in Munich 1976, has expanded on its heritage in travel accessories to become an all-encompassing lifestyle brand. A full men’s and women’s ready-to-wear collection sits alongside the signature backpacks, leather goods, eyewear and footwear.
Designed for the 21st-Century Global Nomad, the multi-functional, modular and genderless collection allows the wearer to move and travel freely 24/7, whether that is cross-city or country-to-country.
The SS19 collection is a vibrant, youthful and utilitarian offer, designed with both statement and functionality in mind and presented via a powerful and immersive show. Inspired by air-based sports such as skydiving, both key to the collection itself, guests experienced a multi-sensory runway that took them on a journey through the clouds.
An atmospheric, tropical storm opened the show, leading into an audio/visual immersive presentation that referenced the collection’s concept. Freedom of movement and spontaneous travel were visualized through storms, clouds and blue skies. The presentation was highlighted by the landing of a skydiver across the show space.
As the finale of the show clouds moved back to form rain, creating a pillar of light and moisture in the centre of the space which then dissolves into clear blue sky, with models regrouping to allow the audience to get a close-up view.
The title of the Spring/Summer 2019 collection, Luft, meaning air in German, is a celebration of freedom of movement and hands-free travel. Focusing on air-based sport, the silhouettes draw on utilitarian uniform with skydiving as one of the core inspirations.
Both accessories and ready-to-wear are designed to be complementary, integrated and functional. Multiple pockets store the 21st century’s daily technology and devices, while ribbon belts and elasticated and Velcro fastenings at the waist and wrists allow the wearer to quickly adapt to their changing environment.
A sky-inspired palette of off-white, blues and grey is shot through with street-sign motifs in orange, yellow and red. New materials and applications are used throughout the collection, adding vibrant and iridescent highlights and detailing. Metallic and holographic treatments again reference the collection inspiration, allowing light to reflect and refract across the wearer.
Form-moulded wool and pleating is used to create contemporary suiting featuring lapels replaced by delicate detachable scarves and pendants. Transparent, ultra-lightweight fabrics featuring applied recycled feather detailing reference birds in flight. Vespa helmets customised with MCM logo fabric are a nod to both the elegance and style of the iconic Italian brand.
Following MCM’s heritage in travel, a key focus is on accessories. Backpacks come in leather, nylon and silver rip-stop, the ‘parachute’ backpack transforms with details that allow customisation by the wearer, with endless hooks, tags and charms.
A military-inspired model features a protective internal construction at the back and safety closure, while a hoody-incorporated version is perfect for comfortable travel. Continuing a hands-free and multi-purpose theme, handbags transform into cross-body bags and ID tags, and pouches can be worn on ready-to-wear or clipped onto other bags.
Three new models of shoes are also debuted this season. The runner-sandal with breathable, waterproof-weave integrated socks offers flexible support through variable thickness. Another new silhouette comes in both high and low-top versions, large in volume but super-lightweight, using perforated leather inserts, mesh and EVA sole.
[ Florence, Italy – June 13th, 2018: MCM Fashion Show Spring/Summer 2019 during the 94th Pitti Immagine Uomo. Photos by Elisabetta Villa/Getty Images for MCM) ]
MCM x Pitti Uomo Presentation Credits:
| Creative Direction: Andrew Tomlinson | Music: Frederic Sanchez | Hair: Larry King | Make Up: Jenny Combs |
| Styling: David Bradshaw | Show Production: Karla Otto |