In true MCM fashion, the German luxury brand embraces its longstanding heritage of sophisticated rebellion in a new scent: MCM CRUSH. Created for the rulebreakers and trailblazers of the globe, the floral fruity scent bursts open in an explosion of apricot nectar and frozen fruits. 

Inspired by the strength of female friendship, MCM CRUSH nods to the magnetic and playful energy of feminine support and sisterhood. CRUSH Eau de Parfum captures the beauty and power born from women uplifting each other in a drawing blend of blossoms and woods, culminating in an enchanting experience that breaks the boundaries of conventionality. 

Sabine Brunner, President of MCM stated, “MCM continues to pioneer new expressions of luxury for independent minds. After the success of Eau de Parfum and ONYX, we are proud to launch this new feminine fragrance dedicated to free-spirited women, embarking on a journey of adventure, friendship and love. The MCM CRUSH fragrance is here to build unforgettable memories.”

The floral and fruity fragrance combines the sweetness of apricot with hints of frozen fruit. At its core, hand-picked rose de mai, magnolia and white peony add floral notes and create the sweet and sensuous intrigue of the fragrance, while cedarwood, ambrette, and cashmere wood anchor the fragrance with sophistication and allure. 

Principal Perfumer Frank Voelkl of Firmenich, the architect of MCM CRUSH, said, “Through a contrast of hot and cold ingredients, I played with multifaceted fruits and ambers to craft a comforting transparency that feels familiar yet unexpected.”

Created with a vegan and cruelty-free formula, MCM CRUSH uses over 66% biodegradable ingredients and employs over 83% of its components using green chemistry principles. Over 85% of its sustainably sourced Naturals Together™ ingredients contribute positively to local communities worldwide with key ingredients like Frozen Pear, Pink Pepper SFE, Black Currant, Apricot Nectar, Magnolia, Rose De Mai Absolute, White Peony Infusion, Upcycled Cedarwood Virginia Naturals Together™, Ambrette, and Cashmere Wood. 

The sustainably sweet scent is wrapped in an edgy, pink-toned bottle. Inspired by MCM’s iconic backpack, CRUSH’s award-winning bottle encapsulates the spirited scent in rose gold hardware. Complimenting the rebellious girlishness of the bottle and packaging, the campaign for the scent embodies the energy and excitement of getting ready for a girls’ night out. Celebrating the unapologetic boldness and inspiration of women and feminine friendship.

MCM CRUSH is now available on mcmworldwide.com, in MCM boutiques, and select retailers globally.