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
Why This Trend Is Growing
- Celebrity-headed Campaigns
- More luxury brands are tapping into celebrity influencers to communicate their brand's message and reach new audiences.
- Disruptive Aesthetics
- Luxury brands are experimenting with disruptive aesthetics to appeal to younger audiences and stand out in a crowded market.
- Unapologetic Attitude
- Luxury brands are selecting celebrities with a bold, unapologetic attitude to communicate their brand's message.
Industries Being Reshaped
- Luxury Fashion
- Luxury fashion brands are using celebrity influencers to break through the noise and gain attention from younger consumers.
- Accessories
- Luxury accessories brands are experimenting with disruptive aesthetics in order to create unique products that stand out in a crowded market.
- Entertainment/music
- Brands are tapping into popular musicians and entertainers to reach a wider audience and communicate their brand's message.
