MCM launches the SS24 collection to mark a new era. German luxury house is revisiting its storied heritage to carry it into the future. Born from a spirit of innovation and a rule-breaking attitude that defined Munich in the 1970’s, MCM was founded as the alternative to traditional French luxury.
The brand embodied “L’enfant terrible,” independently crafting the ultimate accessories for the newly influential and unapologetically luxurious “jetset” lifestyle of the time.
MCM SS24, is reclaiming this iconoclastic ethos to create a forward-thinking collection tailored to a new generation of upscale digital nomads who choose to reject the typical standards of luxury and go their own way.
Entitled “Made for Movement,” this collection’s accessories (leather goods and bag) are re-imagined for expanded versatility and multifunctionality in a variety of innovative and unconventional materials. Ready-to-wear focuses on comfortable urban sportswear constructed in travel-ready wrinkle-free fabrics, that defy traditional classifications of workwear or leisurewear and can be worn anytime, for any occasion.
Exploring MCM’s storied heritage, MCM SS24 collection highlights the design codes which comprised its renowned visual signature since 1976 : the classic Visetos pattern is deconstructed into its iconic Laurel and Diamond motifs, MCM lettering as well as Cognac colourway.
Each pillar is refined through an interplay of size & scale, which are featured across patterns as well as graphic applications throughout the MCM collection, introducing a new visual identity which nods to the past yet looks to the future, representing a badge of independence for today’s demanding, value-driven consumer. A true Zeitgeist.
MCM represents a new era of sophistication, embracing the spirit of wanderlust and inclusivity, while catering to the discerning needs of the 21st century modern traveler and digital nomad.
MCM empowers individuals to explore the world without boundaries, unlocking a new paradigm of limitless possibilities for the nomadic souls of today and tomorrow, in their lives or in the Metaverse.
Furthermore, through a forthcoming perfume launch with Inter Parfums, MCM will continue to expand upon its commitment to meet and serve its consumer whenever and wherever they go.
To support this collection – MCM Spring Summer 2024 Collection, MCM has engaged legendary creative director Fabien Baron of Baron & Baron, NY to translate the brand’s spirit of sophisticated rebellion into a new advertising and digital content campaign.
ABOUT MCM (Modern Creation München)
MCM is a luxury lifestyle goods and accessories (leather bag) brand, founded in 1976 with an attitude defined by the cultural Zeitgeist and its German heritage with a focus on functional innovation, including the use of cutting-edge techniques.
Today, through its association with music, art, travel, and technology, MCM embodies the bold, rebellious, and aspirational. Always with an eye on the disruptive, the driving force behind MCM centres on revolutionizing classic design with futuristic materials and designs with the spirit of Zeitgeist and of Bauhaus. Appealing to the 21st Century Global Nomad generation – dreamers, creatives, and digital natives – MCM’s millennial and Gen Z audience is handsfree, genderless, ageless, empowered, and unconstrained by rules and boundaries.
MCM is currently distributed in 650 stores in 40 countries including Munich, Berlin, Zurich, London, Paris, New York, LA, Hong Kong, Shanghai, Beijing, Seoul, Tokyo, Middle East, and other major luxury destination cities around the world.
ABOUT INTER PARFUMS
Founded in 1982, Inter Parfums, Inc. develops, manufactures and distributes prestige perfumes and cosmetics as the exclusive worldwide licensee for MCM, Abercrombie & Fitch, Anna Sui, Boucheron, Coach, DKNY, Donna Karan, Dunhill, Ferragamo, Graff, GUESS, Hollister, Jimmy Choo, Karl Lagerfeld, Kate Spade, Moncler, Montblanc, Oscar de la Renta, S.T. Dupont, Ungaro and Van Cleef & Arpels. Inter Parfums is also the owner of Lanvin fragrances and the Rochas brand. Through its global distribution network, the Company’s products are sold in over 120 countries.
All images MCM SS24 – Spring Summer 2024 Collection by brand
PR Agency Ready2fly