AW—20 Hypertechnoreality

AW—20 Hypertechnoreality

AW—20 Hypertechnoreality

August, 2020

With travel propelling the brand forward, MCM’s AW20 collection entitled ‘Hypertechnoreality’ gets personal and challenges the kind of adventurer you are. Take risks by challenging your existing wardrobe with a harmony of clean-cut tailoring, deconstructed sportswear, and functional innovation.

Travel in our heritage, movement in our DNA. Adventure is as much a state of mind as it is a physical journey.

In Hypertechnoreality 2020 we follow a clan of four individuals interchanging between realms on and offline, moving through virtual destinations and the spaces in between. No longer confined to an avatar, they have become creators of a new world, a new reality.

AW—20 Hypertechnoreality
AW—20 Hypertechnoreality

Eco-friendly nylon ready-to-wear.

AW—20 Hypertechnoreality

New logo play.

AW—20 Hypertechnoreality

Standalone or layered pieces.

AW—20 Hypertechnoreality

Yannick, Céline, Pricela, Aaron.

Hypertechnoreality defies convention, redefines borders, crosses cultures, and blurs gender in an interconnected limbo wired between time and space.

Behind the Scenes

AW—20 Hypertechnoreality
AW—20 Hypertechnoreality
AW—20 Hypertechnoreality
AW—20 Hypertechnoreality
AW—20 Hypertechnoreality