Photographed
in Seoul by Kyung-il Park, androgynous male model Andrej Pejic once again
blurs gender lines for the new MCM Epicene Spring 2014 ad campaign. Titled “Flower
Boys in Paradise” which hints at the androgynous emphasis of the designs, MCM
owner Sung-Joo Kim explained that the whole idea behind the collection is
meant to evoke a “clash of gender” and a “unisex fantasy inspired by an
Arcadian Utopia.”
Kim
added that the designs are genderless and they hope both men and women are open
to wearing the pieces because it's something the company hopes to repeat in the
future and they feel is a fresh, modern move to make: “The concept of
genderless is key not only for this season’s campaign but also in terms of
where we want to take the brand in the future as we move away from traditional
targets and evolve into a brand representing a true new school of luxury
suggesting a new alternative in future lifestyles.”
Speaking
more on the new collection, MCM stated on their source of inspiration that they
wanted to embrace technology while being inspired by the idea of gender
identity: “For Spring / Summer 2014, MCM voyages to a sanctuary-of-style,
introducing discerning global connoisseurs to embark on the latest
reverie-inspired campaign entitled “Flower Boys in Paradise”. Inspired by
Arcadian utopias dominated by the androgynous and techno-futuristic, the latest
collections elucidate gender-normative tensions in design & traditional
delineations of style, presenting a first-time 'epicene' collection. Embracing
a stylised nature-couture lens, MCM becomes the complete embodiment of a
utopian prose where reality and fantasy coexist.”
