Introducing Ultra, The New Eau De Parfum From MCM

Launching Summer 2022, the German luxury fashion house MCM unveils its newest fragrance MCM ULTRA Eau de Parfum for women. Inspired by the brand’s iconic backpack in eye-catching Berlin Gold, ULTRA features a bold scent profile and showstopping glossy packaging that matches the opulence of this soon-to-be cult classic scent.

Fusing expert craftsmanship with new technologies, MCM ULTRA pushes boundaries and awakens the senses. The modern MCM woman refuses to be guided by preconceived notions or rules. MCM ULTRA invites all women to embrace their own individuality and journey, encouraging the belief that anything is possible. The contemporary fragrance inspires positive attitude and the confidence to live freely and creatively.

MCM ULTRA opens with a burst of juicy Blackcurrant. Lush Pink Lady Apple and natural Italian Bergamot combine together with the spicy-sweet rush of Pink Pepper. Tuberose and Jasmine add a creamy youthful floralcy. At the heart, Cedarwood, Tonka and Moss fuse together to create an ultramodern signature layered with addictive golden Amber.

Renowned perfumer Frank Voelkl was the architect behind the unforgettable scent. “Lush Jasmine and Tuberose florals are contrasted with fougere elements, like Tonka and Moss, weaved together with the intention of delicate balance to create an unapologetic, full-of-attitude feminine signature,” says Voelkl. MCM ULTRA’s Vegan formula is made with green chemistry principles – 74% of the ingredients are biodegradable - and also contains 79% responsibly sourced Naturals Together™ ingredients that make a positive social impact to local communities all over the world. Key ingredients include: Pink Pepper: Extracted using one of the industry's most advanced and sustainable extraction technologies, to preserve the natural, spicy freshness of the olfactive profile.

Tuberose: A special co-extraction of natural and synthetic tuberose elements creates the hyper-fresh floralcy in the fragrance.

Cedarwood: Sustainably collected in partnership with local farmers, it lends the fragrance its dynamic woody facet.

Top Notes: Black Currant, Pink Pepper, Pink Lady Apple, Bergamot Italy NaturalsTogether™

Middle Notes: Apricot Nectar, Tuberose, Jasmine Sambac

Base Notes: Cedarwood NaturalsTogether™, Golden Amber, Tonka Bean, Moss

Filmed on location in Berlin, the MCM ULTRA campaign takes place in a seemingly infinite room made of entirely gold-tinted mirrors. The MCM tribe moves through the warm, ultra-luxurious light to reveal the ULTRA bottle, capturing the feeling of upscale, sensual glitz & glamour that encapsulates ULTRA. A special lens was used to capture a hyperreal feel & ultra-crisp look.

“Creating a scent really excites me. It is a completely different approach to a fashion collection but the spirit has to align. With ULTRA I wanted to capture the glamour, the passion and the strength of the 21^st century global woman. After our first unisex scent, this is the ultimate celebration of modern femininity,” says Dirk Schönberger, Global Brand Officer, MCM Worldwide.

Jean Madar, Chairman and CEO, Inter Parfums, Inc. stated, "After the success of MCM Eau de Parfum, we aimed to keep up momentum with the first-ever fragrance flanker for the brand, MCM ULTRA. The strong partnership between Interparfums and MCM continues to open new horizons and push boundaries to create a new definition of fragrance storytelling for the industry.”

THE PRICE: 75mL EDP: $115 / 50mL EDP: $90 / 30mL EDP: $75

MCM ULTRA will be available starting July 2022 in MCM boutiques and on mcmworldwide.com, with a global launch planned for August 2022.

CAMPAIGN CREDITS a modest dept. production with WA GmbH

Talent: Sculy Mejia Escoboda (@sculymejia); Ga Young Ko (@gayounggirl); Leon Dame (@leondame)
Director: Felix Aaron I DOP: Konstantin Mazov
Photographer Main Campaign: Dan Beleiu I Photographer Still life: Haw-lin
Stylist: Raphael Hirsch
Hair Stylist: Virginie de Pinto Moreira I Make-up Artist: Vassillis Theotokis I Nail Artist: Rachel Foreman
Photographer BTS: Daniel Vaysberg I Videographer BTS: Thor Rixon

ABOUT INTER PARFUMS

Founded in 1982, Inter Parfums, Inc. develops, manufactures and distributes prestige perfumes and cosmetics as the exclusive worldwide licensee for Abercrombie & Fitch, Anna Sui, Boucheron, Coach, Dunhill, Graff, GUESS, Hollister, Jimmy Choo, Karl Lagerfeld, Kate Spade, MCM, Montblanc, Moncler, Oscar de la Renta, Paul Smith, Repetto, S.T. Dupont and Van Cleef & Arpels. Inter Parfums is also the owner of Lanvin fragrances and the Rochas brand. Through its global distribution network, the Company’s products are sold in over 120 countries.

ABOUT MCM (MODERN CREATION MÜNCHEN)

MCM is a luxury lifestyle goods and fashion house founded in 1976 with an attitude defined by the cultural Zeitgeist and its German heritage with a focus on functional innovation, including the use of cutting-edge techniques. Today, through its association with music, art, travel and technology, MCM embodies the bold, rebellious and aspirational. Always with an eye on the disruptive, the driving force behind MCM centers on revolutionizing classic design with futuristic materials. Appealing to the 21st Century Global Nomad generation - dreamers, creatives and digital natives - MCM’s millennial and Gen Z audience is genderless, ageless, empowered and unconstrained by rules and boundaries. MCM is currently distributed online and in 650 stores worldwide including Munich, Berlin, Zurich, London, Paris, New York, Hong Kong, Shanghai, Beijing, Seoul, Tokyo, Middle East and more.

For further information about MCM: www.mcmworldwide.com.