MCM Worldwide Brand
MCM Presents Its Autumn/Winter 2021 Collection: M’etaverse
Luxferity, 19.08.2021
This season, German luxury fashion house MCM migrates to the M’ETAVERSE, introducing its latest collection for Autumn / Winter 2021. Inspired by the assimilation between virtual, natural and communal worlds, the latest collection celebrates the dynamism of stillness and the serenity of movement through a ‘neohaus’ concept. From the physical to the digital, the collection celebrates home as the focal point between all journeys and destinations through a seasonless approach for the first time.
From structured tailoring & deconstructed silhouettes to bold graphics & fluid curvilinear motifs, the latest collection illustrates MCM’s DNA of mobility and freedom through a range of ready to wear and accessories that empower both movement and leisure. Fusing the brand’s traditional house codes with novel patterns, materials and shapes, the latest collection introduces a journey from Bauhaus inspirations to neohaus design where exploration and discovery converge.
German luxury fashion house MCM introduces Part One of its 45th anniversary campaign, M'ETAVERSE starring musician A$AP Nast alongside models and digital creators, Stella Lucia and Kiddy Akita.MCM Unveils Global Autumn / Winter 2021 Campaign With A$AP Nast For 45th Anniversary
Brand news
MCM Unveils Global Autumn / Winter 2021 Campaign With A$AP Nast For 45th Anniversary
Brand news
At the core of this new approach is the introduction of a new monogram which transforms the brand’s logo insignia into a 3D cubic pattern which nods to the past yet looks towards the future. Its multidimensional composition is a visual conceptualization of the brand’s M’ETAVERSE, featuring a repeating pattern which symbolizes a convergence of the multiple lives consumers lead from the physical to the virtual as well as the voyages and destinations which comprise them.
Multipurpose hybrids of the brand’s signature silhouettes enable hands-free dynamism & mobility. Futuristic, modular accessories are adapted for multi-occasion use while bold, rubberized MCM icons are emblazoned across the collection’s backpacks, handbags, weekenders and x-body bags. Sharp tailored constructions are combined with plush yet functional materials across apparel to achieve futuristic tactile combinations. Vibrant and youthful graphic applications are also presented over jersey, knitwear as well as outerwear, while layering is embraced with fluidity, ease and confidence. Tailored Prince of Wales check is paired with durable recycled nylon, while graphic hoodies, sweatshirts & tees in organic cotton sit alongside puffer coats & gilets in recycled polyester. A mix of high performance natural and synthetic materials brace also against the elements while featherweight bonded leather enhances mobility throughout the brand’s new universe.
Continuing MCM’s newly introduced lifestyle categories, the assortment presents cushions, sleep masks and slippers as well as socks, knitted tights, fur caps and slides for indoor lounging and outdoor living. Each look synthesizes a series of contrasts - day to evening, intimate to bold and dressed up to dressed down. Element-inspired graphics are juxtaposed against MCM’s Visetos, symbolizing a journey from past to future: “As 21st century digital tribe, our homes go wherever we go. In this age of permanent connectivity, mobile technology and wirelessness allows us to live interconnected lives across timezones. Whether we’re motionless or in-motion, we’re travelling – physically or virtually, and expressing ourselves through the avatars we create and the accessories we wear. For AW21 we created a collection which not only takes us from virtual to reality but transforms our perception of indoor and outdoor, leisure and activity through a concept which amalgamates these contrasts into a new visual space entitled the M’ETAVERSE. This hyperreality empowers the voyages we take across our inner, outer and digital worlds through a collection which introduces a new lifestyle which offers freedom of movement, relaxation & occasion through augmented functionality. Wherever we go, home is a feeling which resides within and represents the connections we have with the world around us. This is our M’ETAVERSE: a voyage, a destination and our new Zeitgeist,” Dirk Schönberger, Global Creative Officer, MCM.
In collaboration with Highsnobiety, German luxury fashion house MCM partners up with creative collective Sucuk & Bratwurst for the unveil of a new monogram – a first in the brand’s history.MCM Reveals New Vintage Jacquard Monogram
Brand news
MCM Reveals New Vintage Jacquard Monogram
Brand news
The latest collection is divided into four drops, presenting a range of ready to wear and accessories that forge a new lifestyle inspired by this new hybridized landscape. This approach is reflected in a strong collection celebrating MCM’s iconic signature monogram in various iterations for the brand’s 45th anniversary. The AW21 collection is available in store and online.
- Ready-to-wear
- Bags
- Shoes
- Accessories
- Sunglasses
- Facemasks
- Home & Loungewear
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.
