MCM announces its new campaign, "Domestic Geometry," for the Fall/Winter 2026 collection. The campaign unfolds a cinematic world, highlighting individual personalities and contemporary family dynamics through everyday gestures, rhythms, and charming family interactions.

Celebrating its 50th anniversary this year, MCM further evolves its creative vision with its latest Fall/Winter collection and campaign. It goes beyond seasonal trends to express the authentic atmosphere and subtle emotions of people living today, marking the dawn of a new chapter for the brand that is intuitive, cinematic, and full of quiet vitality.

At the heart of this campaign is a short film by Argentine film director Lucio Castro, highly acclaimed at international film festivals in Cannes and Berlin. Set in "MCM Haus," it depicts a family centered around a dignified mother, played by renowned French actress Nathalie Richard. Through the process of a son returning from abroad and presenting gifts chosen to commemorate family memories, the film humorously portrays the delicate affection, relationships, and daily habits that flow within family life. The director's signature attention to detail and emotional storytelling elevate ordinary daily life into drama.

Lucio Castro (Director) commented: "'Domestic Geometry' is a work that quietly, precisely, and intimately observes family life. Deep affection, memories, and connections are hidden within small gestures and unspoken promises. The items appearing in the film are not mere accessories but are positioned as important symbols that tell family memories and stories."

As his words suggest, bags play a crucial role in connecting family bonds and memories in this work. The centerpiece of this season's leather collection is the "Pina" line, updated for 2026 while inheriting the brand's heritage. Characterized by its diamond-shaped stud detailing, it symbolizes the "dialogue between past and future," fitting for the 50th anniversary milestone.

[CAMPAIGN CREDIT]

DIRECTOR: Lucio Castro

PHOTOGRAPHER: Luna Conte

Creative Direction: Katharina Korbjuhn

Still Photography: Luna Conte

Writer / Director: Lucio Castro

DOP: Barton Cortright

Sound Engineer: Marvin Houziaux

Styling: Jay Massacret

Make-Up: Anthony Preel @ MA

Hair: Olivier Noraz @ Artlist

Set Design: Hella Keck @ Webber

[TALENTS]

Mom: Nathalie Richard

Kids: Claire W, Harlay Hassan, and Vincent Forite

Girlfriend: Carlotta Scholz

ABOUT MCM (Modern Creation München)

Founded in Germany in 1976, MCM was born as an alternative to traditional luxury, creating unique, high-quality accessories and items in line with the innovative and glamorous lifestyle popular in Munich in the 1970s. While continuing to inherit its unique style, MCM now proposes next-generation luxury for a new generation of independent-minded individuals. MCM currently operates in 584 stores across 43 countries worldwide, including Munich, Berlin, London, Paris, New York, Los Angeles, Tokyo, and Seoul.

Contact Information

Email: contact.jp@mcmworldwide.com

HP: https://jp.mcmworldwide.com

X (formerly Twitter): @JAPAN_MCM https://x.com/JAPAN_MCM

Instagram: @mcm.japan https://www.instagram.com/mcm.japan/

Facebook: @mcm.japan https://www.facebook.com/mcm.japan/

LINE: @MCM JAPAN https://page.line.me/515awuup?openQrModal=true

FACT BOX

  • Source: PR TIMES
  • Category: 広告
  • Organizations: MCM / Lucio Castro / Nathalie Richard