Milan’s magnificent Palazzo Bovara hosted MCM’s Spring/Summer 24 Press Presentation, where guests departed on a voyage across spaces symbolising the storied past, present and future of the German luxury brand.
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| MCM SS24 Press Presentation in Milan's Palazzo Bovara |
The event, which took place at Milan Fashion Week, invited guests on an immersive journey from past to present, setting the stage for a bold new era.
More than 500 guests, including 110 notable talents, were in attendance to celebrate the next chapter of MCM.
First, they voyaged through The Heritage Room, drenched in the brand’s signature Cognac Visetos print. This grand room catapulted guests throughout the years, commemorating MCM’s storied history from 1976 to the present day. The space displayed suitcases and one-of-a-kind archival pieces, showcasing its roots in travel and intersections with pop culture.
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| The Heritage Room - MCM |
Next, The Red Velvet Hall paid tribute to the iconic collaborations that shaped the MCM legacy in the music, art, and design worlds. Dubbed “a captivating celebration of ingenuity and teamwork”, the legendary collaborations on display, including Puma, Bape and Crocs, transcend genres and categories, nodding to the pioneering spirit of the House.
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| The Red Velvet Room - MCM |
The final Blue Room unveiled the SS24 collection, representing a new chapter and beginning for MCM. The collection highlights design codes that have comprised its renowned visual signature since 1976. Honouring its roots and looking forward to the future, SS24 sees the classic Visetos pattern deconstructed to its iconic Laurel and Diamond motifs, introducing a new logo for the brand.
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| The Blue Room showcases MCM SS24 |
Made for movement is the continued focus for SS24, with ready-to-wear centred around comfortable urban sportswear and accessories reimagined for expanded visibility and multi-functionality.
Under MCM Global AG’s President Sabine Brunner, the new global design direction will be helmed by Tina Lutz Morris out of the Milan design studio, while MCM’s creative direction will be led by Katie Chung in Seoul.
Stay tuned for the exciting new chapter ahead with MCM’s SS24 collection.
