MCM Releases New Monogram Execution: Cubic

Munich, 1976 to Planet Earth, 2021.

In the 45 years between the brand’s birth and today, the globe-trotting vehicle that is MCM has touched down on all corners of the world, bringing its luxurious vision of the high-life with it. In our stretch of history, we’ve been embraced across the global pop culture spectrum, becoming a little less Munich, and a little more Planet Earth.

Time doesn’t move in a straight line, it fluctuates. Up and down, side to side. For 44 years, MCM had one monogram, the widely recognized Cognac Visetos. Now, celebrating 45 years in the game, it’s three.

Earlier this year, the Vintage Jacquard Monogram was released, which reimagined our house iconography with a highly specialized woven technique using methods pioneered by the Bauhaus textile school.

Now, MCM is inviting you to look at the brand with new eyes. We are lifting the curtain on another icon, only this time it’s brand new. Meet Cubic, the latest addition to the family. It’s simplified and streamlined, which might make one think of the Bauhaus’s clean lines. But it’s also hypnotic and never-ending, like time. Glance at it, and it’ll catch your eye. Look at it hard enough, and you’ll get lost in it.

Inspired by one of our signature house codes featured in the visetos monogram, the diamond design based on the Baravian Flag, our country of origin. The new cubic monogram reimagines our house code with a dimensional aesthetic, presenting a transformation from a 2d motif into a 3d signature signifying the transformative journey we are taking with of our cross-category approach.

‘The introduction of a new monogram represents our journey from past to future, indoor to outdoor, construction to deconstruction, east to west, physical to digital. It serves as our new Zeitgeist from virtual to hyperreality. Its multidimensional composition is a visual conceptualization of the brand’s M’ETAVERSE, featuring a repeating pattern which symbolizes a convergence of the lives our consumers lead as well as the voyages and destinations which comprise them,’Dirk Schönberger, MCM Global Creative Officer.

The new Cubic Monogram is woven as jacquard with nylon and wool as well as printed on cotton and nylon and embossed onto leather. It might sit in the background of MCM’s cleaner, more functional pieces. It might be shouting loud, playing center stage in the bolder moments of the MCM stage show. Or maybe it’ll be standing on its own, as an icon in and of itself.

So now, 45 years after being born in the midst of Munich’s wildest nights, things are the same, but different. We could have stayed in a safe place and continued business as usual, but MCM is all about bold decisions, and bold steps.

MCM has been unconventional and unpredictable since day one. That’s the thing with time. You never know where it’s taking you.

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 21^st 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.