MCM Presents Its New Spring Summer 2024 Collection And Marks A New Era

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German luxury house MCM is revisiting its storied heritage to carry it into the future. Born from a spirit of innovation and a rule-breaking attitude that defined Munich in the 1970’s, MCM was founded as the alternative to traditional French luxury. The brand embodied “L’enfant terrible,” independently crafting the ultimate accessories for the newly influential and unapologetically luxurious “jetset” lifestyle of the time.

For SS24, MCM is reclaiming this iconoclastic ethos to create a forward-thinking collection tailored to a new generation of upscale digital nomads who choose to reject the typical standards of luxury and go their own way. Entitled “Made for Movement,” this collection’s accessories are re-imagined for expanded versatility and multifunctionality in a variety of innovative and unconventional materials. Ready-to-wear focuses on comfortable urban sportswear constructed in travel-ready wrinkle-free fabrics, that defy traditional classifications of workwear or leisurewear and can be worn anytime, for any occasion.

Exploring MCM’s storied heritage, the collection highlights the design codes which comprised its renowned visual signature since 1976: the classic Visetos pattern is deconstructed into its iconic Laurel and Diamond motifs, MCM lettering as well as Cognac colourway.

Each pillar is refined through an interplay of size & scale, which are featured across patterns as well as graphic applications throughout the collection, introducing a new visual identity which nods to the past yet looks to the future, representing a badge of independence for today’s demanding, value-driven consumer. A true Zeitgeist. MCM represents a new era of sophistication, embracing the spirit of wanderlust and inclusivity, while catering to the discerning needs of the 21^st century modern traveler and digital nomad.

MCM empowers individuals to explore the world without boundaries, unlocking a new paradigm of limitless possibilities for the nomadic souls of today and tomorrow, in their lives or in the Metaverse.

Furthermore, through a forthcoming perfume launch with Inter Parfums, MCM will continue to expand upon its commitment to meet and serve its consumer whenever and wherever they go.

To support this collection, MCM has engaged legendary creative director Fabien Baron of Baron & Baron, NY to translate the brand’s spirit of sophisticated rebellion into a new advertising and digital content campaign.

DIAMANT

The new Diamant line references the polygonal diamonds found in the Visetos, which nods to the lozenge-laden Bavarian flag. Signifying enduring quality without compromise, the new design conceptualizes the diamond into a signature oversized closure. Crafted with leather and Visetos animations, the Diamant introduces crossbody shapes and features an angular construction in its tote bag version. Either in XXL size for a modern-day use or in its mini plain leather version for the evening, the Diamant is the new emblem of MCM’s perfectly crafted leather bag collection.

MAXI HONORS

The Maxi Honors references MCM’s artisanal heritage in craft, presenting the finest in material construction and design featuring a north-south shopper shape with large, embossed logos on both sides. From shoulder bag to hand carry, the Maxi Honors turns into your favourite day clutch when folded in two. The Maxi Honors also comes in a smaller computer carrier size.

LAURETOS CANVAS

A hallmark of the collection is the introduction of the “Lauretos”, a reinterpretation and modernization of MCM’s classic Visetos pattern. Highlighting the MCM Laurel, the new monogram connects the lateral end of each side with the ribbon insignia of surrounding Laurels, formulating a patterned curvilinear effect and a softer aesthetic. The Lauretos is developed in several multi-functional day bags and symbolizes the brand’s passion for achievement. Highlights include variations in coloured coated canvas across drawstring, shoulder, tote, hobo, shopper and crossbody silhouettes for women, as well as a wide range of small leather goods and accessories. The men’s & unisex offer also introduces a full range, featuring backpacks, totes, belt bags, messengers as well as wallets, card cases, pouches, keyholders, charms and belts.

LAURETOS JACQUARD

As pioneer of the Handsfree Movement, MCM’s latest backpack design combines the modernity of the new Lauretos Jacquard pattern with multi functionality and lightness. The Lauretos Jacquard line is developed in several genderless declinations from shoulder to belt bags, totes to backpacks as well as a few ready to wear iconic pieces.

VISETOS TRAVEL LINE

Continuing the brand’s homage to heritage, the travel line illustrates MCM’s DNA of mobility through a rejuvenated range weekenders, trolleys and suitcases revived from the archives featuring the latest laurel and diamond motifs in with the Visetos classic & neutral tones with enhanced construction and durability.

WANDER RUNNER

The Wander Runner sneaker is specifically engineered for men and women who embrace the digital nomad lifestyle, where the world is their workplace and exploration is their passion. With its cutting-edge design, this shoe seamlessly blends style and practicality, providing an unparalleled experience for modern adventurers. The iconic MCM Laurel logo, synonymous with timeless elegance, is embossed on the shoe, capturing the essence of luxury in every step. The color palette reflects modern trends, offering a range of stylish options that cater to diverse tastes and preferences.