Through its designs and spirit, MCM enables multitudes of personal expression, the center of the MCM Fall 2019 campaign, which stars Billie Eilish, the global pop icon and this year’s’s breakthrough music superstar. In less than two years since her debut EP, Eilish has emerged as a symbol of freedom and the singular voice of a new generation, her honest, soul-bearing lyrics endearing her to legions of young people worldwide. Photographer Lea Colombo—herself one of fashion’s millennial insurgents—captures the singer in multiple states of motion within a single portrait.

The resulting imagery of the MCM Fall 2019 campaign reflects the unique mindsets of Eilish, the rapper-producer Childish Major, and other members of Generation Z, who embrace—and even glorify—their identities as being constantly in flux.

“I love to glorify the things that make people uncomfortable,” Eilish said in a statement. “We’re so used to one way of living that we think other peoples’ lifestyles are wrong — sometimes automatically, without even thinking. I want to mess with what people are used to. I want to be that other.”

Since its founding, MCM has redefined the essence of creativity and luxury with dynamic, modular, and customizable products—functional pieces suited to ever-shifting lives. MCM’s vision is a reflection of its consumers’ mindset: eccentric, irreverent, playful, youthful, fluid, and untethered to any one specific tribe or clique or aesthetic or set of borders or school of thought. Much like its wearer, MCM defies cliché and convention and tends toward a healthy irreverence.