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With a new collection and refreshed strategic and creative direction, German luxury house MCM is ready for its next chapter.
MCM’s updated brand identity was on full display during its Spring/Summer 2024 menswear ready-to-wear presentation as part of Milan Fashion Week on Sunday. Reclaiming its iconoclastic ethos and molding it for the future, MCM is tailoring its storied heritage to fit “a new generation of upscale digital nomads.” Referencing design codes from the brand’s rich archives, its signature Visetos pattern has been reimagined and deconstructed into its iconic Laurel and Diamond motifs with MCM lettering emblazoned across the brand’s beloved cognac colorway.
Dubbed “Made for Movement,” the collection had a renewed take on comfortability with sleek travel-ready wrinkle-free fabrications, perfect for the sartorial rebel embarking on an adventure. The assortment aims to attract those “who choose to reject the typical standards of luxury and go their own way.” Crewneck sweaters, polo shirts, logo-covered slate blue sets, cardigans, varsity jackets, structured leather jackets and more anchored MCM’s timeless wardrobe staples.
Accessories were given a more versatile treatment for expanded multi-functionality in a myriad of innovative materials. Totes and shoppers came in dramatic oversized iterations, while backpacks, crossbody bags and luggage were classically emblazoned with the MCM monogram.
MCM and its rule-breaking attitude began as the alternative to typical French luxury by the brand’s founder, Michael Cromer in Munich circa 1976. Now, the label is embarking on the next chapter, with new leadership and global design development.
The newly minted female-led creative team will reposition MCM as a digital-driven and sustainable luxury brand, revitalizing its roots while transforming its vision through a modern-day lens. Sabine Brunner has taken the reins as President of MCM Global AG, while Marie-Laure Lequain has stepped into the role of Chief Digital and Merchandising Officer.
Tina Lutz Morris and Katie Chung have been appointed to lead the global design and creative direction. Lutz Morris will be based in Milan acting as Global Creative Lead, while Chung will be based in Seoul, South Korea as Creative Director.
Chairperson and Chief Vision Officer of MCM Group Sungjoo Kim said in a statement, “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.”
She continued, “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.”
