From Munich to Mars, MCM Is Entering a New Era
Sabine Brunner and Katie Chung detail their inspirations for the FW24 collection and what’s to come from the Germany luxury house.
For its Fall/Winter 2024 collection, MCM is on a mission to fuse traditional dress codes with futuristic innovation. Once known as a streetwear staple, the team has their eyes set on the wider industry with the intention, instead, to create “elegant pieces for the street.” The new era transforms the brand’s portfolio through sustainable alternatives, digitally-driven narratives and fresh takes on ready-to-wear accessories.
Its Milan Fashion Week presentation offered a glimpse into the brand’s future, set to the backdrop of an intergalactic journey to Mars. Key pieces from the collection include the Black Label line and a new bag shape, the “Diamante 3D” and “Diamante Soft.” In terms of collaborations, the brand teamed up with Jaden Smith on a new luggage offering, Marcolin for eyewear as well as Swarovski for a new footwear style.
Continue reading to hear from Sabine Brunner, President of MCM’s Global AG and Katie Chung, the Global Design and Creative Director on where the label is headed.
What are the key pillars of your new direction?
SB: We are making the brand evolve into its next chapter moving from pure streetwear to elegant pieces for the street. We want to dress the next generation, the generation that is not dictated by fashion trends, the digital nomads that want to build their own style and wear seasonless and transformative, multi-functional bags and lifestyle pieces. We are also creating a very smart segmenting of the collections so that everybody can have access to our brand.
KC: My focus is also to respect and modernize the brand’s heritage and to appeal to a younger generation who are savvy for true values and stories. We are having an evolution, not a revolution.
In your new era, you intend to be digitally driven. What does that mean to your team in terms of collection, concept and collaborations?
From the creation of our designs through 3D softwares, to a complete digitalized supply chain and inventory management. We have a very impressive internal digital frame on most of the company’s functions. And then, of course, all our content creation is driven by what our digital needs are, for our online businesses as well as social media. We will soon launch a groundbreaking Metaverse environment including our first boutique.
Describe the FW24 collection in one feeling.
SB: SMART (seasonless, multifunctional, ageless, responsible, transformative).
KC: A new signature.
