MCM’S NEW FACE: This seems to be the season of gender bending in advertising. First, Barneys New York used 17 transgender models in its spring campaign and now leather goods maker MCM has tapped model Andrej Pejic.

This story first appeared in the February 12, 2014 issue of WWD. Subscribe Today.

Shot in Seoul by Kyung-il Park, the campaign, dubbed “Flower Boys in Paradise,” is meant to evoke a “clash of gender” and a “unisex fantasy inspired by an Arcadian Utopia,” which is why the brand chose the androgynous model. To further elaborate on what she described as a “techno futuristic campaign” theme, MCM owner and chief visionary officer Sung-Joo Kim said: “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.”

Talk about a multifaceted message.

MCM brought its “flower boy” to the March pages of fashion magazines such as Vogue, Elle, InStyle, Marie Claire and Harper’s Bazaar. The global, print-only campaign marks the first time Pejic has ever worked with the brand, according to MCM, which said that the ads will run through July.

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