MCM LAUNCHES THE SS24 COLLECTION TO MARK A NEW ERA

German luxury house MCM 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.

For SS24, MCM 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 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, the 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 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 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.