MCM celebrates 50th anniversary in new campaign

MCM is marking five decades in fashion with a year-long campaign heralding a series of exciting initiatives, including a fresh logo.

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.

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.

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.

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Rémy Martin marks Lunar New Year with top artist

Cognac brand Rémy Martin has partnered with renowned Chinese artist Xue Song to celebrate the Lunar New Year.

To mark the arrival of the Year of the Horse, Xue Song has created an artwork in collaboration with Rémy Martin, featuring the Centaur – the brand’s emblem – which has inspired a series of limited-edition Lunar New Year gift boxes for Rémy Martin XO and VSOP.

Rémy Martin XO 2026 Lunar New Year Edition

Xue is a top Chinese artist with a pop art style that transforms disparate printed fragments into meaningful images. Inspired by the idea of the Centaur paving the way, Xue has fused collage and Chinese ink to create his 1.8m x 1.2m masterpiece, which features the Centaur leading a pack of horses into the future.

Xue’s vivid, symbolic artwork is featured on special edition bottles and gift boxes for Lunar New Year 2026. Collectible limited-edition presentations of Rémy Martin XO and Rémy Martin VSOP are on-shelf in the travel retail channel. The roll-out is being supported by a series of high-profile activations in leading airports. These include Hong Kong, Singapore, London Heathrow, Dubai, Taiwan, Osaka, Bangkok, Melbourne and Istanbul.

Co-ordinated communications with retailers

In selected markets, traditional red Hongbao envelopes featuring Xue Song’s limited-edition design elements are gwps for purchasing customers. The shopping experience is reinforced through coordinated communications developed with retail partners, ensuring storytelling and visibility across retail channels.

The in-store activations feature a Lunar New Year ritual experience, which invites shoppers to create a personalised greeting card, crafted using woodblock stamps and Chinese calligraphy. Shoppers are guided to create their own spring couplet with the campaign’s tagline Centaur Paving the Way, to convey blessings of prosperity and auspicious beginnings, alongside custom-designed motifs.

“For Chinese travellers, Lunar New Year represents a peak period for premium gifting, and Cognac naturally plays a central role in these celebratory occasions,” noted Rémy Cointreau CEO Global Travel Retail Fida Bou Chabke. “It is therefore a strategic priority for us to amplify the visibility and desirability of the House of Rémy Martin within the global travel retail environment during this holiday season.

“By activating strongly during this high-impact period, we aim not only to reinforce our leadership in Cognac, but also to deepen our cultural relevance with travelling consumers. The Rémy Martin x Xue Song collaboration reflects our long-term vision: investing in bold, creative expressions that speak to a new generation while remaining true to our heritage, and fully unlocking the commercial potential of critical consumption moments."