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MCM's Avatar Campaign Draws in Rich the Kid and Sita Abellan

 - Jul 4, 2018
References: us.mcmworldwide & highsnobiety
MCM introduces its Avatar campaign showcasing its latest pieces with the help of rapper Rich the Kid and DJ and Instagram influencer Sita Abellan. It is created in partnership with Joerg and Maria Koch, the founders of 032c magazine and all of the pieces are a part of the label's offerings for the Fall/Winter 2018 season.

The Avatar campaign boasts a concept of Rich the Kid and Sita adorned in MCM pieces with an MCM Avatar looking over them and protecting the two along with a journey as a symbol of total peace. There is a strong hip-hop influence in the latest collection and the label aimed to celebrate that with its subtle design infusions and rapper incorporation.

Image Credit: Thomas Lohr