EXCLUSIVE: MCM Tells a Quirky Family Story — With Handbags

by · WWD
MCM's winter 2026 campaign.Luna Conte/Courtesy of MCM

FAMILY TIME: Handbags are the main stars of fashion campaigns these days, and MCM injected humor, history and humanity in its winter 2026 effort, hinged on a short film by Argentinian director Lucio Castro.

It depicts a young man returning home with gifts for his family: MCM bags housing offbeat objects to help mom, siblings and their love interests deal with their foibles, such as a compass for someone with a lousy sense of direction, or a spirit level for those who can’t bear a crooked painting.

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“I wanted something cross-generational, that somehow also tells the story of the 50th anniversary,” said Dirk Schönberger, global chief brand officer of the luxury accessories firm. “Also, I see realness coming back — human interactions in the age of AI and social media.”

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The director of films include “Drunken Noodles” and “End of the Century,” Castro coaxed a lot from his diverse MCM cast, with seasoned French actress Nathalie Richard managing to be overbearing yet endearing as the commanding maternal figure.

A scene from MCM’s winter 2026 campaign.Luna Conte/Courtesy of MCM

Photographer Luna Conte interpreted the narrative with still imagery that hints at quirky family dynamics. “I think that fashion is sometimes taking itself so serious, and I love the humor of the film,” Schönberger commented.

The imagery and the products marks a shift from MCM’s recent futuristic feel, dovetailing from its recent  “From Munich to Mars” catchphrase.

Instead, Schönberger leaned into the archives, resurfacing a tambourine-shaped bag bag from the late ’70s, and refreshing other styles from the ’80s in new materials, or with diamond-inspired studs. New models include the Dia shoulder bag in quilted black leather.

The campaign breaks on MCM’s digital channels on June 15, and then rolls out in select print titles worldwide.

Founded in Munich in 1976, MCM is owned by South Korea’s Sungjoo Group.

A quilted leather bag in MCM’s winter 2026 campaign.Luna Conte/Courtesy of MCM