German luxury company MCM, which announced a new strategic direction last week and appointed Tina Lutz and Katie Chung to lead and develop global design and creative direction, has unveiled its first collection. This is “tailored to a new generation of upscale digital nomads”.
MCM has a long tradition born of a spirit of innovation and an uncompromising attitude that defined Munich in the 1970s as an alternative to traditional French luxury. For Spring/Summer 2024, the brand announces a “new era of sophistication that embraces the spirit of wanderlust and inclusion”.
Launched during Milan Fashion Week, Lutz and Chung’s debut collection, ‘Made for Movement’, embraces MCM’s iconoclastic ethos and presents accessories reimagined for enhanced versatility and multi-functionality in a range of innovative and unconventional materials.
The collection highlights the MCM design codes, including the brand’s classic Visetos pattern deconstructed into its laurel and diamond motifs, the MCM lettering and its cognac colourway. Each of these elements has been evolved through an interplay of size and scale that is reflected in the patterns and graphic elements throughout the collection. The goal is to introduce a new visual identity that “hints at the past while looking to the future”.
MCM also showcased ready-to-wear, focusing on comfortable, urban sportswear made from travel-ready, wrinkle-resistant fabrics, eschewing traditional workwear or casual wear.
MCM’s new business direction will be spearheaded by Sabine Brunner, who was recently appointed to the role of President of MCM Global AG. The luxury brand wants to reposition itself as a “digitally driven, smart and sustainable luxury brand” with a focus on ready-to-wear and accessories.
This translated post previously appeared on FashionUnited.com.
