Iconic pasts always find a way to refresh themselves into the present. For MCM’s Autumn/Winter 2023 campaign, the brand revisits a 1996 campaign photographed by Herb Ritts starring supermodel Cindy Crawford. In partnership with Crawford and Fabien Baron, the creative director of Baron & Baron, the German fashion house evokes the spirit of spry rebellion that launched them into international fame nearly 50 years ago—the L’enfant terrible.

Crawford, shot by Juergen Teller for the AW23 Heritage Campaign, showcases MCM’s latest edition of their crossbody Mode Travia. She sits on a throne of the brand’s signature designs, built out of backpacks, shopper, shoulder, Boston, crossbody, and tote bags—patterned with MCM’s trademark logo. All it takes is one striking photo to remind the world why legends remain legends, and how the greatest brands keep their name in the conversation for decades.

“Exploring our past with Cindy Crawford is a strong reminder to our audience of the brand’s iconography—and at the same time, it sends a message about the steps we are taking to elevate the future of MCM,” says Sabine Brunner, MCM’s president and global brand and commercial officer.