CM® needed something special to celebrate 10 years of belts. I have never fronted any campaign myself, so we thought; why not showcase the designer, the man behind the initials, in a way that you've never seen him before. Ten years ago, the journey of my belts started with just me and my belt, nothing else. This campaign was about going back in time to capture this moment, stripping things right back to focus on the exact same thing; giving you our strongest personal perception campaign to date.
