MCM launches gender-neutral lounge and sleepwear, Quincy Brown campaign

Sandra Halliday

Опубликовано
15 янв. 2020 г.

Luxe bag brand MCM has launched its first Lounge & Sleepwear collection with the company saying it’s “rooted in the brand's travel heritage and interpreted for the modern nomad.” It added that the “directional nature of the collection” allows it to “embrace a 21st century point of view when it comes to identity and inclusivity”.

What that means in practice is a gender-neutral line-up of silk reversible robe, pyjama sets, drawstring and sleep shorts, boxers, and sleep masks.

The firm said it’s all been “designed with comfort in mind while also embracing the boldness and colourful energy that has defined MCM since its birth in 1976”. The key colour story is cognac with black accents.

The pieces also showcase the MCM logo throughout via the three letters, or the brand’s signature Visetos print. 

And it all works with the label’s brand new MCM Underwear collection, as well as other existing product categories.

MCM has come up with a supporting campaign starring American actor and musician Quincy Brown “with a group of like-minded individuals”. It said photographer Ilya Lipkin “blends the visual expression of joy, freedom and pleasure during the shoot with strongly composed choreography and a high-end aesthetic”.

The launch follows the recent debut of the brand’s collaboration with Japanese streetwear brand BAPE that sold out in a matter of days in selected stores and online. It featured large and small accessories, plus ready-to-wear and footwear, again starring the MCM logo or the Visetos print.