MCM Presents New Brand Identity And Creative Direction

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German luxury powerhouse, MCM announced a new strategic direction unveiling a new brand identity featuring an enhanced design language, consumer experience, and lifestyle presentation for the 21^st century Digital Nomad which will be presented during Milan Men’s Fashion Week in June for the first time.

The update highlights a new era of creativity, vision and innovation, featuring an ultramodern strategy focused on repositioning MCM as a digital-driven, smart and sustainable luxury brand through revitalizing the heritage codes and transforming the portfolio into a new, full lifestyle assortment of ready-to-wear and accessories. The business direction is led by Mrs. Sabine Brunner, recently appointed as President of MCM Global AG. She is a member of the Executive Committee who is also responsible for the Creative, Category Development & Planning, Marketing, Creative Interactive Space and License & Business Development and functions as the Brand & Commercial Officer, reporting to the Chairperson & Chief Visionary Officer (CVO), Ms. Sungjoo Kim.

Ms. Tina Lutz and Ms. Katie Chung, (“T&K Duo”), were appointed to lead and develop the global design and creative direction, debuting their first joint collection with the Spring/Summer 2024 season. The design Duo will bring new life to the brand’s signature DNA, and translate conceptual design into a culture & lifestyle for today’s Digital Nomad. Ms. Lutz leads the design and creative direction from the global design studio, based in Milan as her role as Global Creative Lead. Ms. Chung is based in Seoul, South Korea, as the Creative Director and will lead the development of all categories, co-working with Ms. Lutz.

Building on the new collection and channel strategies, Ms. Marie-Laure Lequain was appointed as Chief Digital and Merchandising Officer (CDMO), responsible for accelerating commercial growth by capitalizing on market opportunities and maximizing profitability through astute and strategic merchandising planning. The new distribution model will highlight the brand’s first party digital business with streamlined on-and offline consumer experiences through enhanced, powerful storytelling. Ms. Lutz, Ms. Chung & Ms. Lequain will report to Ms. Sabine Brunner directly.

“I am truly delighted to introduce this new leadership team to become the engine and forge the next chapter of growth for the MCM business. This new cadre of talents will revolutionize the brand in order to introduce the next level of future luxury and become one of the industry’s foremost leaders in design, experience and digital excellence. They bring considerable experience, knowledge and expertise from the luxury accessories and ready-to-wear segments which are important for the Group’s rebranding and exciting new business direction. With their experience spanning several continents and multiple channel disciplines, they are a natural choice for their roles in our house in order to leverage our heritage to enrich, inspire and empower the next generations worldwide”. - Sungjoo Kim, Chairperson & Chief Visionary Officer, MCM Group.

MCM will present the Spring/Summer 2024 collection on 18 June in Milan, during the official schedule of Milano Moda Uomo.

ABOUT SABINE BRUNNER

Before joining MCM, Mrs. Brunner held several high-profile positions, including Brand Manager of Roger Vivier where she led the development of the brand through direct retail stores, building it into one of the most successful and exclusive brands in the luxury accessories market. In her position as CEO at Bonpoint, her visionary leadership spearheaded a remarkable turnaround in visibility and profitability. Prior to these achievements, Mrs. Brunner cultivated the Asian market for the TOD's Group managing the Hong Kong subsidiary, driving the group's expansion and cementing their influential presence in the region. Under Mrs. Brunner's leadership these fashion houses soared to new heights, establishing themselves as exceptionally prosperous and esteemed brands in the luxury fashion segment.

ABOUT MS KATIE CHUNG

Ms. Chung was the Creative Director at designer label Wooyoungmi and Solid Homme. The renowned Korean brand moved into a new phase under her direction. As a graduate of Central St. Martins, she revealed her affinity for the Digital Nomad relaxed luxury with designs that are non-conformist – effortless and disruptive. Her collections have been presented in Paris during official menswear schedule.

ABOUT MS TINA LUTZ

Born in Germany and trained in fashion design and pattern making at Paris’s ESMOD, Tina worked for Issey Miyake in Paris and Tokyo, before moving 1992 to New York to work for Calvin Klein. In 2000, Tina co-founded Lutz & Patmos in New York, a women’s ready-to-wear line that focused on luxury knitwear. In her role as creative and branding director for over a decade. After 24 years in New York, Tina returned to Europe and launched Lutz Morris, a line of German made luxury handbags based on her career-long passion for artisanship, responsible production and sustainability. Tina now lives in Milan and will remain at the helm of her own brand.

ABOUT MS MARIE-LAURE LEQUAIN

With more than 20 years of experience in luxury and fashion, Ms. Lequain was in successive leadership positions at Gucci: shaping the jewelry business from scratch, rebranding the line of watches and leading the digital business to outstanding success. With her dual background in digital and merchandising, Ms Lequain has an unparalleled understanding of value propositions and transforming customer experience and scaling businesses across channels and platforms.