German luxury fashion house MCM partners with Sony Music Entertainment’s FILTR music platform to create “A FILTR Take” to launch its Spring–Summer 2023 campaign. The partnership initiated together with Sony Music Partnerships reaffirms MCM’s strong association with its heritage roots which are steeped in music, tracing back to MCM’s 1976 inception during the revolutionary discotheque and rock &
roll era.
MCM’s SS23 collection continues to voyage to the virtual, introducing a collection that references and reinterprets the natural world with a cyberpunk–like aesthetic through three distinct capsules: Meta Safari, Cyberpunk and Meta Ocean.
Instead of taking a more conventional approach towards creating a fashion campaign, MCM searched for an artist who could be a true creative partner, enter 3x Platinum Tate McRae. The “You Broke Me First” singer and songwriter is part of a new generational group of musicians who are reshaping what it looks like to be in the music business today.
Together, MCM and Tate McRae collaborated on creative concept, interpretation of song and other elements—ultimately culminating with two full–length performances contained in two episodes, accompanied with dynamic assets to further bring the storytelling to life.
“It was such an honor to work with MCM. Not only was shooting the whole campaign on film a dream for me– working with a brand I’ve loved for years while highlighting only my raw and authentic self was such an inspiring experience,” said Tate McRae.
