From Munich to Mars with MCM Worldwide The new chapter of the brand-icon of 80s hedonists begins

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».

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».