# Hip Hop-Inspired Accessory Campaigns MCM's Avatar Campaign Draws in Rich the Kid and Sita Abellan By Amy Duong | Published 2018-07-04 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/avatar-campaign References: [highsnobiety](https://www.highsnobiety.com/p/mcm-fw18-rich-the-kid-sita-abellan/#slide-17) & [us.mcmworldwide](https://us.mcmworldwide.com/en_US/home?utm_source=affiliate&utm_medium=rakuten&siteID=TnL5HPStwNw-jPF0cqSoxrSGSs6EytgznQ) [MCM](https://www.trendhunter.com/trends/mcm-x-crocs-campaign) introduces its Avatar campaign showcasing its latest pieces with the help of rapper Rich the Kid and DJ and [Instagram](https://www.trendhunter.com/trends/lorenzog) 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 ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 57% | Activity: 26% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) ## Key Themes ### Key Themes Behind This Trend - **Hip-hop-inspired Accessory Campaigns:** Hip-hop inspired accessory campaigns are becoming a popular trend for luxury fashion brands looking to appeal to younger demographics. - **Avatar Campaigns:** Avatar campaigns are emerging as a new way for fashion brands to showcase their latest pieces in a creative and engaging way thanks to advancements in technology. - **Rapper Incorporation in Fashion:** Rapper incorporation in fashion campaigns is a growing trend as luxury brands look to appeal to a broader audience by leveraging the influence and reach of hip-hop artists. ### Where This Applies - **Luxury Fashion:** Luxury fashion brands can leverage the trend of hip-hop-inspired accessory campaigns to target younger consumers and expand their customer base. - **Technology:** The rise of Avatar campaigns presents an opportunity for technology companies to partner with fashion brands and provide innovative solutions for creating immersive and interactive online experiences. - **Music:** The trend of rapper incorporation in fashion offers an opportunity for music industry professionals to collaborate with luxury fashion brands and expand their reach to new audiences. ## Related on Trend Hunter - [NFT Avatar Collaborations](https://www.trendhunter.com/trends/akutar.md) - [Actress-Starring Clog Campaigns](https://www.trendhunter.com/trends/mcm-x-crocs-campaign.md) - [Music-Informed Fashion Collections](https://www.trendhunter.com/trends/roc-nation-and-moncler.md) - [Celebrity-Backed Bag Campaigns](https://www.trendhunter.com/trends/in-my-tabby.md) - [Documentary-Themed Luggage Campaigns](https://www.trendhunter.com/trends/built-for-the-journey.md) - [Music-Inspired Avatar Campaigns](https://www.trendhunter.com/trends/see-yourself-in-sound.md) - [Metaverse Apparel Campaigns](https://www.trendhunter.com/trends/pacsun-springsummer-2022.md) - [Athlete Celebrity Campaigns](https://www.trendhunter.com/trends/zne-collection.md) - [Y2K Shopping Campaigns](https://www.trendhunter.com/trends/thats-smoooth.md)