MCM wins top accolade at Positive Luxury Awards

MCM has been recognised as Fashion Business of the Year at this year’s Positive Luxury Awards 2026. 

The award, judged by an independent panel of experts, thought-leaders and industry executives, recognises the luxury business in Fashion & Accessories that has demonstrated actions in the last 12 months to achieve higher and higher standards across ESG.

In an exclusive interview, Positive Luxury explores how responsibility is being embedded across every area of the business – from sourcing and innovation to operations and consumer engagement. Here is an edited excerpt from the interview.

How does sustainability influence your business decisions and why is taking action so important to you? 

Sustainability plays an increasingly important role in how MCM approaches business decisions across design, sourcing, operations, retail, partnerships and long-term strategy. As a global luxury brand with deep roots in craftsmanship and cultural expression, we recognise the responsibility we have to contribute to a more thoughtful and future-focused industry. Sustainability is no longer an add-on to our business decisions, it is the primary filter through which those decisions are made, including:

Integrated sourcing: Every new material must undergo an environmental impact assessment before it ever reaches the design table. We collaborate across all functions – from sourcing to marketing – to ensure information flow and ethical strategy execution.

Future-proofing the brand: Taking action is vital because we are moving into an era of radical accountability. It is our responsibility to position MCM as a leader that plays an active role in improving the lives of our employees and partners.

Innovation over followership: We believe in playing a leadership role in the industry rather than being a follower. Action is the difference between a brand that simply survives and a brand that leaves a legacy.

Following a challenging few years for many businesses, how have you upheld your dedicated approach to positive change and resilience as core pillars of your strategy?

The past few years reinforced the importance of adaptability, agility and staying anchored in our core values. While many were cutting back, we invested in high-level organisational task forces to map our logistics and supply chain data and in ensuring a data and AI-driven decarbonisation platform. And we continued investing in innovative materials.

We’ve moved beyond high-level promises to a three-year plan with clear, measurable targets that are integrated into our core business model. By constantly benchmarking ourselves against industry peers, we ensured that we stayed ahead of global mandates, treating compliance not as a burden but as a competitive advantage.

Our Sustainability Initiative Committee provides unified leadership bridging Sustainability and Operations, the committee members have ensured that ethical and environmental standards are reflected in our daily operations and executive decisions.

How has your sustainability journey built trust with your consumers and added value for your teams?

MCM’s sustainability journey has strengthened trust by creating deeper alignment between our brand values and the expectations of today’s luxury consumers. Transparency, authenticity and accountability are increasingly important to our audience, and we understand that trust is built through consistent action and continuous progress. We’ve shifted toward third-party certifications like GOTS and rigorous material impact assessments. When a consumer sees an MCM hangtag, they aren’t just seeing a logo; they are seeing a verified claim of organic integrity and social responsibility.

Sustainability is no longer a siloed department; it’s a culture. We’ve held workshops with senior management and key functions to build a shared sense of mission and run global sustainability training for all employees. By creating sustainability material toolkits for our design teams, we’ve empowered our creatives to innovate using resources that reduce our overall environmental footprint.

Our recent Digital Product Passport initiative allows consumers to scan a QR code to see the full journey of their item. Internally, this same data stream has streamlined our administrative and legal management systems, creating a “single source of truth” that everyone trusts.

Fettercairn brings Garden of Scotland concept to life

Highland single malt Scotch whisky brand Fettercairn has unveiled a striking new pop-up at Taiwan Taoyuan Airport Terminal 2, in exclusive partnership with Everrich Duty Free.

Running from 1 January to 30 June 2026, the pop-up spotlights Fettercairn 14, 17 and 25yo – a travel retail exclusive collection – alongside the house’s Rare & Aged range, including 28, 40 and 50yo bottlings.

Fettercairn whisky's Garden of Scotland activation at Taiwan Taoyuan Airport

Introduced during the Aberdeenshire distillery’s bicentennial celebrations, the travel retail-exclusive collection is non-chill filtered, natural colour and available in a 70cl format.

Located in a high-traffic position adjacent to the airport’s luxury retail area, the 19sq m activation introduces travellers to Fettercairn’s distinctive new Garden of Scotland concept, which evokes the brand’s Highland provenance.

The pop-up brings a sense of place to the airport environment, effectively transporting shoppers to the Scottish Highlands. Its design features intricate copper structures adorned with flora and fauna motifs.

A dramatic copper still frames the brand’s single malt range, referencing Fettercairn’s copper cooling ring technology. This process, which drenches the stills with cool mountain water from the Cairngorms, allows only the lightest vapours to rise, resulting in the characteristically bright, tropical flavour profile.

A focus of the activation is immersive, flavour-led discovery, including guided tastings of the Fettercairn 14 and 17yo expressions. The pop-up also incorporates a sensory display that highlights Fettercairn’s distinctive flavour notes of dried pineapple, coconut and mango.

An important and dynamic market

Whyte & Mackay Managing Director UK, Europe & Global Travel Retail Mike Greggs said: “We are proud to bring this new Garden of Scotland pop-up concept to Taiwan in partnership with Everrich, and to introduce travellers to the distinctive character of Fettercairn in such an engaging way.

“Taiwan is an important and dynamic market for premium Scotch whisky, and this activation allows us to strengthen brand visibility while creating meaningful connections with shoppers through storytelling and sense of place. By combining education, tasting and immersive design, we aim to build lasting awareness of the Fettercairn portfolio and drive further growth for the brand in the region.”

Everrich Duty Free Vice President of Merchandising Patricia Wang commented: “We are delighted to partner with Fettercairn at Taiwan Airport to launch this exclusive pop-up, offering travellers a fresh premium whisky experience. Beyond retail, Everrich leverages category insight and selection expertise to curate immersive journeys. As demand for limited-edition and collectible whiskies grows in Taiwan, we work with leading distilleries to identify distinctive expressions that reflect evolving traveller preferences.

“Together, we have created a retail destination that celebrates craftsmanship, innovation and the unique story behind the Fettercairn brand."

MCM stages a Disco on Mars in Milan

MCM celebrated its 50th anniversary in Milan in April with Disco on Mars, an immersive intergalactic soundscape designed by Italian design studio Atelier Biagetti for Design Week 2026.

Transforming Rotonda del Pellegrini into a 70s‑inspired spaceship on the Red Planet, visitors experienced “a creative journey where design, technology and sound collide”.

MCM Disco on Mars at Milan Design Week 2026

As the first major event of the German luxury brand’s milestone year, Disco on Mars tied into MCM’s longstanding theme, From Munich to Mars. The experience was divided into three levels, each one challenging concepts of time and space while connecting the brand’s heritage to the future.

The ground floor, dubbed The Lab, was “where sound becomes science with technology leading the rhythm”. A single robotic arm anchored the space, while archival pieces preserved in glass mapped 50 years of the brand's evolution and its vision for the future.

Exclusive pieces created in collaboration with Atelier Biagetti extended MCM’s upcycled Visetos monogram into fresh designs. Geometric candles, free weights, a robot-inspired pouf and a futuristic helmet made up this selection of everyday objects reimagined for life on Mars.

MCM Disco on Mars at Milan Design Week 2026

To commemorate this special event, MCM’s iconic bags were available in white, Cognac and silver Visetos alongside limited-edition Weekenders, bearing a Mars‑inspired monogram. The MCM x Nymphenburg Diamond Cup, new Cosmic Star fragrance and the Mars Mask from the latest eyewear collection completed the selection.

One level up, the Disco was the beating heart of the experience: a rollerskating rink turned dance floor, with a robot DJ setting the vibe based on music curated by Sound Metaphor DJs. Human and robot skaters shared the arena as choreographed performances and disco lights blurred the boundaries between 70s pop culture and a far‑off, Mars‑bound tomorrow. Here, sound transformed into a more human beat – “playful, social, yet still distinctly artificial”, MCM said.

On level two, the Diva Dome of Rotonda del Pellegrini became “a meditative soundscape where the human voice acts as an ancestral technology, bridging the past and future”. The operatic voice of Laura Baldassari – performing Casta Diva, the celebrated aria from Norma by Vincenzo Bellini – transformed into something almost post-human through an original sound production by Michele Tadini. At the centre of the dome, a sculptural avatar sat looking upwards towards the future, creating an atmosphere of suspension and focused presence.

MCM Disco on Mars at Milan Design Week 2026

Within the exhibition space, MCM x Vetsak furniture pieces were displayed as part of the scenography, adding tactile and contemporary seating elements that enhanced the overall presentation. Conceived as “the landing pad for the global nomad”, these comfort pieces live at the crossroads of collectible design and everyday use. Each pouf is designed to adapt seamlessly to modern lifestyles, offering modular flexibility and softness while maintaining a strong visual identity.

The limited-edition MCM x Vetsak capsule collection is available to shop online at MCM's website.

Laphroaig 12yo boosts travel retail presence

Suntory Global Spirits has announced the travel retail roll-out of Laphroaig 12yo Islay single malt whisky, expanding to major international airport hubs to meet growing consumer demand.

The phased release of the travel retail exclusive expression began in Paris in March, followed by Taipei and Beijing in April. The expansion continues through May in Seoul, Delhi and Mumbai.

This global expansion follows the successful debut with Gebr Heinemann, which featured tasting bars to drive traveller engagement.

Laphroaig 12yo travel retail exclusive Islay single malt whisky

To support the roll-out this year, Laphroaig has created dedicated experiential activation spaces with custom tasting bars. To elevate the experience, fans will receive a branded keychain and gifting bag with their purchase.

Laphroaig 12yo is matured in American oak ex-bourbon barrels and bottled without chill filtration at 46%abv to retain its full natural aroma. Designed to appeal to both established lovers of Laphroaig and emerging whisky-curious travellers, it can be served neat, with ice, or with a splash of water to reveal notes of stewed apple, heather honey and seaweed.

Gareth Jones, Suntory Global Spirits General Manager, Global Travel Retail Europe and Americas, said: “Travel retail is a vital channel for Laphroaig, allowing us to connect with whisky enthusiasts worldwide and when they’re open to discovery and experimentation. Following the 12yo’s hugely successful debut last year, we believe this remarkable new age statement will continue to have strong appeal with travelling consumers across international hubs. Combining activations with tastings is key for loyal fans and curious newcomers to experience Laphroaig’s iconically bold, smoky taste that makes it unforgettable."

MCM marks its half-century with little luxuries

German brand MCM is continuing to celebrate its 50th anniversary with additions to its fragrance line and luxury collectibles.

Described as “an avant-garde collaboration between two Munich institutions”, the MCM 50th Anniversary Diamond Cup is a limited-edition piece handmade by the master artisans of Porzellan-Manufaktur Nymphenburg in Munich.

MCM x Nymphenburg 50th Anniversary Diamond Cup

Rooted in Munich craftsmanship, the handcrafted porcelain cup has clean Bauhaus lines and is finished with a signature Visetos sleeve.

Since its founding in 1747 as the official factory of the Bavarian royal family, Nymphenburg has preserved the high art of porcelain through traditional techniques cultivated over generations.

In collaboration with @nowness, a film directed by Felipe Sanguinetti called Formed from Heritage reveals the quiet intensity behind this process – “a study of craft, time and the human touch that defines true luxury”, MCM said.

MCM Cosmic Star fragrance

In other news, Cosmic Star Eau de Parfum (75ml) is the latest addition to the MCM fragrance universe, presented in a White Stark Backpack glass bottle with gold-tone hardware.

“Cosmic Star transports your senses on an intergalactic journey through juicy pear, sweet florals and velvety vanilla,” said the company.

The women’s gourmand floral fragrance contains top notes of pear, muguet (lily of the valley) and coconut water. The heart is powered by the fresh florals of white iris, freesia and gardenia, while the base notes are vanilla, white chocolate and oakmoss.

Finally, in retail news, the new MCM Lifestyle Store has opened in Bangkok, bridging cafe culture and clean, Bauhaus-inspired design. The space is located on the ground floor of the EmQuartier shopping mall.

Suntory opens first boutique at Hong Kong Airport

Suntory Global Spirits, together with Duty Zero by cdf under China Duty Free Group, have unveiled a new chapter for Japanese whisky enthusiasts with the first permanent House of Suntory shop-in-shop at Hong Kong International Airport.

The premium 30sq m space in Terminal 1 Departures, East Hall North is the first-ever collaboration between The House of Suntory and Duty Zero by cdf and features key brands including Hibiki, Yamazaki, Hakushu, Toki and Roku.

The House of Suntory shop-in-shop at Hong Kong International Airport

“The launch of our first permanent House of Suntory shop-in-shop at Hong Kong International Airport marks an inspiring new milestone in our partnership with Duty Zero by cdf,”  said Suntory Global Spirits Managing Director Global Travel Retail Ashish Gandham. 

“This space allows us to share the very best of Japanese craftsmanship with a truly international audience. By uniting immersive design with our most exceptional whiskies, we continue to premiumise the global travel retail spirits landscape, enrich the traveller experience, and strengthen the presence of The House of Suntory across this vital channel.”

A gateway to Japanese artistry

The shop-in-shop’s exterior brings Japanese aesthetics to life through a combination of natural materials and modern lines. Translucent Washi screens introduce a warm, inviting glow, while wooden lattices inspired by Kigumi craftsmanship create a sense of structure and balance.

At the entrance, a striking merchandising installation celebrates the latest limited editions and innovations, setting the tone for an elevated, collectors-first experience.

Stepping inside, travellers encounter a circular feature wall inspired by the Marumado rounded windows found in traditional Japanese architecture. This focal point frames Suntory’s flagship Japanese whiskies – Hibiki, Yamazaki and Hakushu – inviting guests to pause and appreciate each icon within a gallery-style celebration of Japanese whisky artistry. 

Anchoring the experience is a dedicated tasting bar with expert brand ambassadors. Here, the Beatification of Time concept spotlights rare, higher-aged and high-value releases.

An adjoining Art of Japanese Gifting zone offers beautifully presented gifts and personalised recommendations.

“We are committed to creating a world-class retail environment where iconic brands can showcase their portfolio and express their heritage in a compelling way,” said Duty Zero by cdf Deputy General Manager Mr Enzo Li. “This new House of Suntory opening adds further depth to our prestige spirits collection, offering travellers a refined destination for discovery, gifting and rare whisky exploration."

Molton Brown unveils Tea Ceremony campaign

UK fragrance house Molton Brown has held an experiential collaboration in partnership with travel retailer Avolta at London Heathrow Terminal 3 to support the launch of its new Tea Ceremony fragrance in travel retail.

Running from 3-30 March, the activation was designed to bring the new scent collection to life through storytelling and multi-sensory touchpoints. Conceived as a tranquil interlude within the busy airport terminal, the space reflected the sense of inner calm that sits at the heart of the fragrance story.

The pop-up invited travellers to discover the new Tea Ceremony fragrance through relaxing hand and arm massages, alongside a complimentary Tea Ritual – a branded takeaway tea bag paired with a fragrance sample from the new range.

Adding a memorable, shareable touch in the lead-up to Mother’s Day on 15 March, a live illustrator was present on selected peak travel days, offering bespoke fingerprint gift tag personalisation.

Members of the Club Avolta loyalty programme were eligible to receive an exclusive loose-leaf tea strainer with qualifying purchases.

To maximise launch visibility, Molton Brown implemented a large-scale wall takeover across Heathrow Terminals 2, 3, 4 and 5.