Emerging in the vibrant era of 1970s Munich, MCM was born with a pioneering spirit and a rebellious nature, aiming to challenge the conventions of traditional French luxury. As the epitome of the “L’enfant terrible” archetype, the brand fearlessly created extraordinary accessories that catered to the emerging and unabashedly opulent “jet set” lifestyle, defining a new standard of elegance.
For SS24, MCM revitalizes its philosophy to curate a progressive line that caters to a fresh wave of sophisticated nomads who defy conventional luxury norms and carve their own paths. Named “Made for Movement,” the collection reimagines accessories with enhanced adaptability and versatility, employing unconventional and cutting-edge materials. The ready-to-wear offerings concentrate on comfortable urban sportswear, effortlessly transcending the boundaries of traditional work and leisure attire, suitable for any moment and occasion.
The collection delves into MCM’s rich history, showcasing its iconic design elements that have defined its visual identity since 1976. The timeless Visetos pattern is deconstructed into the recognizable Laurel and Diamond motifs, alongside MCM lettering and the signature Cognac colorway. These pillars undergo meticulous refinement, playing with size and scale, evident in patterns and graphics throughout the collection. This fresh visual identity pays homage to the past while embracing the future, symbolizing independence for today’s discerning and value-conscious consumers.
At Milan Fashion Week, MCM not only revealed its latest collection but also announced a new creative direction and brand identity. This transformative path focuses on revitalizing heritage codes, embracing digital innovation, and fostering sustainability.
Tina Lutz and Katie Chung, known as the “T&K Duo,” have been appointed to spearhead the global design and creative direction for the brand. Their inaugural collaborative collection debuted within the Spring/Summer 2024 season. Drawing inspiration from the brand’s distinctive DNA, the design duo will infuse it with a fresh perspective, creating a culture and lifestyle tailored to the modern Digital Nomad. Ms. Lutz, in her role as Global Creative Lead, will oversee design and creative direction from the global design studio located in Milan. Meanwhile, Ms. Chung, based in Seoul, South Korea, will serve as the Creative Director, driving the development of all categories in close collaboration with Tina.
Marie-Laure Lequain has been appointed as the Chief Digital and Merchandising Officer to further enhance the brand’s collection and channel strategies. In her role, she will drive commercial growth by seizing market opportunities and optimizing profitability through meticulous and strategic merchandising planning. The brand’s distribution model will prioritize its first-party digital business, delivering seamless online and offline consumer experiences enriched with compelling storytelling. Reporting directly to Ms. Sabine Brunner, President of MCM Global AG, Ms. Lutz, Ms. Chung and Ms. Lequain will collectively contribute to MCM’s continued success.
“I am truly delighted to introduce this new leadership team to become the engine and forge the next chapter of growth for the MCM business. This new cadre of talents will revolutionize the brand in order to introduce the next level of future luxury and become one of the industry’s foremost leaders in design, experience and digital excellence. They bring considerable experience, knowledge and expertise from the luxury accessories and ready-to-wear segments which are important for the Group’s rebranding and exciting new business direction. With their experience spanning several continents and multiple channel disciplines, they are a natural choice for their roles in our house in order to leverage our heritage to enrich, inspire and empower the next generations worldwide”. – Sungjoo Kim, Chairperson & Chief Vision Officer, MCM Group.