From Munich to Mars with MCM Worldwide

One of the most legendary brands of the '80s, MCM has inaugurated a new chapter of its history and these days it has arrived at Milan Fashion Week to present its new FW24 collection, blending craftsmanship with futuristic innovation. Founded in 1976 as an idea of Michael Cromer, MCM stands as one of the most iconic brands of the '80s. Emerging from the vibrant cultural scene of Munich, the brand quickly became synonymous with sophisticated rebellion, offering a youthful and fresh response to the world of traditional luxury. «I want the brand to be loved by the new generations», creative director Katie Chung told us during the presentation. «And for this, it is important that the brand always remains new, always fresh». With its characteristic pattern, Visetos, and the brass emblem adorning the bags of the heritage collection, MCM has captured for years the essence of cutting-edge elegance and is now ready for a new step by expanding its famous monogram into the new Lauretos version which now also covers the items of the ready-to-wear collection: «The brand has communicated through this pattern for almost fifty years now», Chung continues. «I wanted to modernize it and also create a new one that can be loved for the next 50 years».

Drawing inspiration from its Bavarian roots, the collection embarks on a journey from "Munich to Mars", a route that aims to symbolize the brand's evolution and its foray into new worlds. Creative Director Katie Chung «wanted to maintain the boldness of the design while always maintaining practicality and functionality». Values, the latter, which for Chung are a fundamental element of the brand's German heritage. The presentation at Palazzo Serbelloni was a feast for the eyes, with the ancient hall transformed into a visual representation of Earth and Mars. Participants were transported through two portals, representing the passage between the two worlds: from past to future, from Munich to Mars (as the collection's concept also states), from tradition to innovation. A transition embodied by the new bags of the collection which, in addition to the historic Visetos pattern, are also constructed with a silver leather with a mirrored effect. Reinterpreting its iconic styles, MCM's FW24 collection also introduced for the first time the Black Label line, characterized by refined elegance, and the 3D Diamond which is «the most important piece of the collection» and represents the innovation that the creative director wanted to introduce. «I wanted to create an original shape for MCM that came from our DNA. The brand is famous for its diamond pattern and I transformed it into a three-dimensional shape».

Always following its quest for modernization close to the brand's spirit, sustainability has taken center stage with the introduction of the MIRUM® capsule, named after the material it is made of: an alternative to animal leather, completely free of plastic, fossil fuels, and water which is made in Illinois from a combination of virgin natural materials and recycled agricultural by-products. This material precisely has a truly incredible appearance, virtually indistinguishable from animal leather, and used on a series of very minimalistic black bags. Another part of the collection (and big news) is the ready-to-wear which was introduced precisely by Chung upon her entry into the brand a year and a half ago: «We started with a small collection last season, and the market feedback was really good. So this year we expanded it and above all we introduced tailoring – relaxed tailoring». And apparently, the brand's expansion and exploration of its many possibilities (as well as its long history) excite Cheung a lot, who, in taking the reins, felt «like I found a hidden treasure</em >».

The collection also boasts a wide range of materials, from Denim Laurel Jacquard to Monogram Re-Nylon – as many technical innovations that have been translated into the ready-to-wear collection designed for everyday luxury and a lifestyle as comfortable as it is luxurious. Footwear options include the Monogrammed Lauretos Loafers, mules also covered with the monogram, and metallic snow boots. Within the collection, there is also the collaboration with Harper Collective, co-founded by Jaden Smith and Sebastian Manes, a visionary brand in the luggage and lifestyle sector, known for its commitment to ecology and innovation. «They are a very young brand but they have a truly engaging story», Cheung said. «And they produce truly incredible suitcases. We are a travel brand and therefore collaborating was natural». The union of forces between MCM and Harper Collective marks a new era of eco-sustainable luxury through the creation of three different luggage silhouettes designed to offer consumers a conscious choice for their future travels. Sabine Brunner, President and Brand Manager at MCM, encapsulates the brand's ethos, adding: «MCM was founded with a spirit of innovation and independence, redefining luxury since its inception. With a commitment to craftsmanship, versatility, and inclusivity, MCM allows people to explore the world without boundaries, physically, virtually, and beyond».