Focusing on the dynamic energy of the Horse and the refined discipline of chess, MCM honours the Year of the Horse in a campaign that blends cultural codes with modern design, while celebrating movement guided by intention, foresight, and opportunity.
At the heart of the campaign stands the knight, traditionally depicted as a horse in the game of chess, as an emblem for unconventional movement and decisive choice, reflecting the Horse’s fearless momentum and agility.
Featured in the campaign is the Lunar New Year collection which showcases upcycled Aren bags crafted in Cognac Visetos and hand-painted with a chess knight motif. Through this artistic detailing, you will be able to see how MCM transforms these heritage pieces into singular expressions of purpose and individuality, while elevating craftsmanship and sustainability into symbolic design.
The campaign is brought to life through immersive visual storytelling and global activations, inviting you to engage with Lunar New Year as a moment of reflection and ambition; reinforcing the belief that progress is shaped by clarity, confidence and the courage to move differently.
