For the Fall 2025 season, MCM (Instagram) is doing back-to-school with a difference. The German accessories and lifestyle goods brand has traded the school bus for a spaceship—and yes, attendance is mandatory. Their new campaign leans into sci-fi aesthetics through AI-generated collages and hyperreal 3D visuals, placing its latest backpacks, totes, and tech accessories in surreal, cosmic settings. Despite the futuristic backdrop, the collection stays grounded in MCM’s design language —hardware-heavy details and functional construction built for everyday use.
The campaign visuals feel like the lovechild of an alien invasion film still and a wardrobe department with an architectural degree. In one image, a model struts across a dusty Mars-like landscape, shouldering a tan Visetos backpack that looks like it’s survived light-years of travel and still kept its edge. The pebbled leather is grained, almost cratered like a planet’s surface, with a dark monogram print that feels coded, encrypted.
Elsewhere, we’re served a model nonchalantly seated on a UFO—yes, actually—wearing a zippered navy utility jumpsuit that’s giving flight-mechanic-discovers-fashion vibes. She’s holding a honey-coloured structured tote with MCM’s signature Visetos treatment, rivets intact. The bag’s construction is almost brutalist: boxy but elegant, with a slight architectural stiffness that nods to engineered design. The casting, the props, the chromatic tension, the giant-sized backpacks—this campaign passes styling, and goes onto full-on world-building for the brand.
Zoom in, though, and it’s not all theatrics. The garments themselves hold weight. Quilted nylon sets, textural fleece, and glossy bucket hats sit alongside the monogrammed leather bags, all tethered by an insistence on functionality.
The art direction across the board is gloriously exaggerated. Lighting is synthetic and surreal—twilight purple skies, starlit motion trails, and horizon lines that bend with the logic of a dream. Everything is floating. Everyone is running on cosmic treadmills. What MCM does here is simple but smart: they reframe youth as astronauts of style, a surreal escape from the dread of going back to classes.
This gear, we say, is ready for launch.
For more on regional and international fashion, visit our dedicated archives.
