German luxury brand MCM has opened a pop-up shop in 10 Corso Como, the Milanese concept store founded by Carla Sozzani. The space, which is trading until 31 July, presents the brand's latest collections and the recent collaboration with DJ Honey Dijon.
The pop-up is MCM's first physical retail space in the Milan area. It will present the latest collections designed by creative director Katie Chung, as well as the recent lines launched by the brand, Himmel, Lauretos and Diamond, consisting of accessories, sunglasses and clothing, as well as the classic Visetos range.
In its latest collaboration collection, the American DJ Honey Dijon has reinterpreted the codes of the brand through her vision.
The Milan opening forms part of the German brand’s retail expansion strategy in Europe. MCM has 584 stores in 43 countries with an annual turnover of around €800 million, according to MF Fashion.
In other news, MCM has launched its latest fragrance, MCM Crush, with Interparfums, and for Summer 2024, the brand has introduced the Munich Blue Regatta Capsule Collection, designed for “beach days and beyond”, the brand says.
