MCM is marking five decades in fashion with a year-long campaign heralding a series of exciting initiatives, including a fresh logo.
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| The newly designed logo for MCM's 50th anniversary campaign |
The German luxury brand is launching the global Icons Reinvented initiative in which some of MCM's best-known designs will be reinterpreted, including the iconic Stark Backpack, the Liz Shopper, the Ella Boston Bag and the Ottomar Weekender.
These models embody the concept of Smart Luxury – a form of luxury that MCM describes as timeless, mobile and responsible. The new interpretations focus on lightweight constructions, hands-free functionality, modular interiors and flexible forms that adapt to different situations and settings. Sustainability and longevity are central to the designs, all of which follow the Bauhaus design principle of form follows function.
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| Heritage brand ambassador Herbert Lieb muses on MCM in a campaign video |
The special campaign is accompanied by a newly designed anniversary logo, inspired by archival motifs and the Roman numerals found throughout its birthplace: Munich. And in a campaign video, MCM’s heritage brand ambassador Herbert Lieb – a long-time employee who worked for the brand for 40 years – provides insights into the history of the house and the brand.
Founded during the Golden Age of Munich in 1976, MCM has evolved in line with cultural movements, from Munich's creative underground in the 1970s and hip-hop culture in New York in the 1980s and 1990s, to the global popularity of K-pop since the 2000s.
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| MCM celebrates 50 years of craftsmanship |
Sung-Joo Kim, Chief Visionary Officer of MCM, reflects on the brand's ability to look to the future: "For 50 years, MCM has been focused on evolving. Our heritage does not belong to the past – it belongs to the future."
The 50th anniversary celebrations span Europe, the US and Asia, uniting fashion, music, design, sport and contemporary culture. MCM boasts a global community of Mavericks – creatives, entrepreneurs and cultural protagonists who define their identity through movement and individuality.
Stay tuned!
