The MCM campaign for Fall/Winter 2019 seeks to push boundaries and communicate a disruptive aesthetic. The luxury leather goods brand attempts to do so by tapping 17-year-old performer Billie Eilish.
The young celebrity has definitely emerged on the scene of late with her unapologetic attitude, personable demeanor, and overall fashion sense. Without a doubt, one of the most talked-about personalities in pop culture today, MCM had a strategy for selecting her. Dirk Schönberger — the global creative officer for the brand, shares that the MCM campaign is a statement against uniformity, Billie Eilish being "not only [...] disruptive, but [...] also [someone who] can't be corrupted."
The Billie Eilish x MCM campaign was shot by Lea Colombo and the images highlight a series of cross-body bags and hats.
Photo Credits: Lea Colombo
Celebrity-Headed Leather Accessory Campaigns
Billie Eilish is the Face of This MCM Campaign
Trend Themes
1. Celebrity-headed Campaigns - More luxury brands are tapping into celebrity influencers to communicate their brand's message and reach new audiences.
2. Disruptive Aesthetics - Luxury brands are experimenting with disruptive aesthetics to appeal to younger audiences and stand out in a crowded market.
3. Unapologetic Attitude - Luxury brands are selecting celebrities with a bold, unapologetic attitude to communicate their brand's message.
Industry Implications
1. Luxury Fashion - Luxury fashion brands are using celebrity influencers to break through the noise and gain attention from younger consumers.
2. Accessories - Luxury accessories brands are experimenting with disruptive aesthetics in order to create unique products that stand out in a crowded market.
3. Entertainment/music - Brands are tapping into popular musicians and entertainers to reach a wider audience and communicate their brand's message.