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Born out of the cultural renaissance of modernism, novelty, innovation and progressivism during the 60’s & 70’s in Munich, MCM embodies the rebellious and yet sophisticated spirit of the city, and as well as its glamorous and legendary age. Very much inspired by Munich, MCM characterizes passion for glamour and has now gained worldwide fame. Becoming a long-time favorite of international royalty, celebrities and VIPs such as Beyoncé, Justin Bieber, Heidi Klum, Sammi Cheng, & Mischa Barton, MCM draw on their tradition of quality and prestige. Today MCM reinvents pop culture, and styles the future with a fresh and innovative attitude. Presenting beautiful products with flawless quality, MCM is renowned for excellence in European craftsmanship – despite its heritage of mastery and design refinery, the brand also creates trends with unconventionally stylish designs. Representing timeless luxury, MCM is proud to present its unconventionally creative, rebellious designs and unexpected styles.MCM draws its inspiration from icons across the worlds of fashion, technology and contemporary global life-styles. Under the leadership of Chairperson and Chief Visionary Officer, Mrs. Kim, the Sungjoo Group acquired MCM in 2005, pioneering into the global marketplace at full force. MCM is currently present in over 30 countries with 270 point of sales worldwide and has boutiques in major cities such as Berlin, Düsseldorf, London, New York, Zürich, Jeddah, Dubai, Tianjin, Beijing, Shanghai, Hong Kong and Seoul. MCM embraces a legacy of excellence, looking ahead toward the future while embracing the past.Communicating both the brand’s founding tenets of innovation, inspiration, and artistry as well as the gaming theme of its new collection, the campaign features starkly beautiful portraits of Jagger cradling graphic, brightly colored accessories. The inspired choice of the British-US model directly references the cultural underground of ’70s Munich, then a destination for subversive society and rock royalty. Photographer Daniel Jackson captures Jagger’s fearless essence as it stands in relation to MCM’s daring new line of accessories. Themed “Game On, Diamond Land!” the Spring/Summer 2015 collection boasts a variety of hyper color patterns, intriguing textures, and powerful shapes. Each vivid, brave piece in the new campaign represents a distinct MCM signature, be it the gleaming gold studs of the Heritage collection or the searing, acid-bright diamond patterns of the Stark backpack. Featuring revolutionary accessories such as the graceful Milla tote bag and the multifunctional Bebe Boo ultra-mini backpack and an iconic personality, the Spring/Summer campaign serves as an ode to the passion and inspiration that founded MCM. It is the same daring spirit that led a creative revolution in ’70s Munich and continues to influence and inspire today.