Korea-based MCM has announced rising star Billie Eilish as the face of its fall 2019 campaign. Eilish is shot by South African photographer Lea Colombo sporting a head-to-toe MCM apparel and accessory look reflecting the brand’s effort to grown offerings beyond the leather bags it’s known for. The campaign also features Grammy-nominated producer-turned-rapper artist Childish Major.
Commenting on the campaign, Eilish told WWD, “You don’t have to be a boy. You don’t have to be a girl. You don’t have to wear something specific to that title. You know, you can be anything at all.”
The collection was designed by MCM’s design team with input from the brand’s creative director Dirk Schönberger, who joined the label in fall 2018. “The expansion toward becoming a total look brand will go step by step,” said the designer, who noted accessories make up 80 percent of MCM revenues with shoes and apparel accounting for just 20 percent.”
Schönberger’s first full collection for MCM will debut for spring 2020, with a small capsule planned for release in September 2019.