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MCM is using 2018 to really highlight the relationship between Hip-Hop and fashion, which we saw earlier this year in the form of a PUMA collab and a Women In Hip-Hop event during the 2018 Tribeca Film Festival. Now, they’re taking the love for rap a step further by linking with rising MC Rich The Kid for the brand’s latest AW’18 campaign.


Modeling alongside blue-haired beauty DJ Sita Abellan, Rich shows off all the high fashion garbs featured in the new “Avatar” collection — complete with a MCM avatar to guard the duo against all swagger-jackers. The editorial came together with help from 032c Magazine founders Joerg and Maria Koch, which works out perfect since the fashion publication is based in Berlin and MCM was created in Munich.

Select pieces from the MCM Autumn/Winter 2018 “Avatar” campaign, which features leopard print and cassette-themed motifs among others, is available now in the MCM web store.

Check out Rich the Kid and Sita model the campaign below, shot by German photographer Thomas Lohr in Berlin: