German luxury fashion brand MCM is continuing its collaboration with Seoul graffiti artist Sambypen in a collector’s limited-edition Eau de Parfum fragrance.
Debuting this Spring and designed by Sambypen, the packaging for the 50ml bottle celebrates Berlin street art and its renowned graffiti scene, reinterpreted through the lens of Seoul’s irreverent youth, to create a bold take on luxury.
Commenting on the MCM partnership, Sambypen said: “As this is my first fragrance collaboration, it felt quite personal to me. The scent immediately brought back memories of the many different places I lived in and travelled to around the globe. I wanted to convey the sense of global connectivity and community that we have been missing during the last few years.”
For the limited-edition fragrance, Sambypen reimagines MCM’s core iconography through imaginative characters that represent the essence of the fragrance, created in an eye-catching graffiti street-art treatment and interpreted through his signature aesthetic.
For example, Haru the Wicked Bunny – inspired by the MCM Rabbit and German Easter Hare – has a bold attitude and playful aesthetic emblematic of the scent.
“The shared ethos between MCM and Sambypen resulted in a collaborative project where art, fashion and entertainment blend and the underground converges with luxury,” said Dirk Schönberger, Global Creative Officer, MCM of the artistic partnership.
Inspired by free thinkers
MCM Eau de Parfum, which was originally introduced in Spring 2021 with a backpack-shaped bottle, is designed to capture the essence of the brand’s DNA of travel and takes the wearer on a journey inspired by the ingredients. Vibrant raspberry and hand-picked jasmine are refined with clean woods and sheer Ambrox Super, presenting a spirited floral woody aroma which remixes classic perfumery with novel blending technology.
Baerbel Bureick, Chief Marketing Officer, Inter Parfums Inc, the global licensee for MCM fragrance, said: “We’ve always believed there is an inherent connection between fashion and fragrance, fuelled by the emotional response to each, and love that these two worlds seamlessly intersect in our partnership with Sambypen. Scent can so profoundly recall or evoke a sense of place. Working with Sambypen, our shared intention was to transport the wearer, taking each person on an emotional journey of MCM’s bold heritage through the sensorial experience of using the fragrance.”
Senior Perfumer Clément Gavarry of Firmenich, which made the fragrance, said the scent was “inspired by tribes of fearless free thinkers and sought to design a sustainable blend of classic and modern elements that fuse together to create an attitude of unbridled optimism and powerful connection”.
The Collector’s Edition edp retails at $90 for 50ml and will be available in stores and online beginning April 2022.
