MCM showcases first ready-to-wear and lifestyle collection at prestigious Pitti Uomo event

MCM has presented its Spring/Summer 2019 Luft Collection as part of the prestigious Pitti Uomo event in Florence.

The contemporary luxury brand debuted its first full ready-to-wear and accessories collection, designed by a newly appointed in-house team.

MCM SS19

Expanding on heritage

This season the German-born label, founded in Munich in 1976, has expanded on its heritage in travel accessories to become an all-encompassing lifestyle brand. A full men’s and women’s ready-to-wear collection sits alongside the signature backpacks, leather goods, eyewear and footwear.

Designed for the 21st-Century global nomad, the multi-functional, modular and genderless collection allows the wearer to move and travel freely 24/7, whether that is cross-city or country-to-country, MCM said.

MCM SS19

Powerful and immersive show

The Spring/Summer 19 collection is a vibrant, youthful and utilitarian offer, designed with both statement and functionality in mind and presented via a powerful and immersive show full of Instagrammable moments. Mrs Sung-Joo Kim, Sungjoo Group and MCM Holding Chairperson and Chief Visionary Officer, was present at this milestone event for the brand.

Inspired by air-based sports such as skydiving, both key to the collection itself, guests experienced a multi-sensory runway that took them on a journey through the clouds.

MCM SS19

MCM x Pitti Uomo Presentation Credits:

Creative Direction: Andrew Tomlinson

Music: Frederic Sanchez

Hair: Larry King

Make Up: Jenny Combs

Styling: David Bradshaw

Show Production: Karla Otto.

MCM SS19

MCM is sold in 500 stores in 39 countries, including major cities such as Munich, Berlin, Zurich, London, Paris, New York, Hong Kong, Shanghai, Beijing, Seoul and Tokyo. Visit www.mcmworldwide.com and Instagram: @mcmworldwide.