Fashion

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.

1,157 Hypes

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.

MCM, Milan Fashion Week, Presnetation, Interview, Jaden Smith, Swarovski, Marcolin

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.

MCM, Milan Fashion Week, Presnetation, Interview, Jaden Smith, Swarovski, Marcolin

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.

Read Full Article
Text By
Share this article

What to Read Next

FENDI FW24 Is a Working Girl's Dream
Fashion

FENDI FW24 Is a Working Girl's Dream

We want it all.

Cam Girls, Contact Lenses and Cheetah Print, Welcome to Diesel FW24
Fashion

Cam Girls, Contact Lenses and Cheetah Print, Welcome to Diesel FW24

Attended by Jessie Reyez, Jaden Smith and over 1,000 livestream guests.

Stella McCartney's Winter 2024 Is a "Message From Mother Earth"
Fashion

Stella McCartney's Winter 2024 Is a "Message From Mother Earth"

Alongside an *actual* message from Oscar-winning actors Olivia Colman and Helen Mirren.


7 Emerging Designers to Know From London Fashion Week FW24
Fashion

7 Emerging Designers to Know From London Fashion Week FW24

From Japanese-inspired brand JU-NNA to London-based label Amber W. Smith.

AVAVAV Throws Its Online Haters in the Trash
Fashion

AVAVAV Throws Its Online Haters in the Trash

Creative Director Beate Karlsson shares how negative social media comments inspired her FW24 show.

Bottega Veneta FW24 Sashays to the South of Italy
Fashion

Bottega Veneta FW24 Sashays to the South of Italy

“In a world on fire, there is something very human in the simple act of dressing.” — Matthieu Blazy

SUNNEI FW24 Models Tell Us How They Really Feel
Fashion

SUNNEI FW24 Models Tell Us How They Really Feel

“The world is on fire and we’re talking about fashion?”

Why the 2024 Genesis Invitational Felt Bigger Than Ever
Culture 

Why the 2024 Genesis Invitational Felt Bigger Than Ever

Presented by Genesis
Recapping the food, spectator fashion, and the rides at the 2024 Genesis Invitational, featuring the GV80 SUV.

Coquette Corsets Will Always Be “That Girl”
Sex & Dating

Coquette Corsets Will Always Be “That Girl”

A close look at the undergarment’s history and rebirth.

Ask a (S)expert: "What’s Your Best Sex Tip?"
Sex & Dating

Ask a (S)expert: "What’s Your Best Sex Tip?"

Welcome to our new series led by Gigi Fong, Hypebae’s in-house sex and dating editor.

Gucci FW24 Is All About Subverting Expectations
Fashion

Gucci FW24 Is All About Subverting Expectations

Oh, and burgundy is definitely the new black.

New Balance’s Sounds of an Icon Series Visits Baltimore for an Arts Workshop and Immersive Gallery Experience
Events

New Balance’s Sounds of an Icon Series Visits Baltimore for an Arts Workshop and Immersive Gallery Experience

Presented by New Balance
To honor the influence of the 990 sneaker, New Balance heads to Baltimore to invite the community in for an arts workshop and gallery, concluding the Sounds of an Icon series.

Art On a Postcard Is Back With Its Annual International Women's Day Auction
Art & Design

Art On a Postcard Is Back With Its Annual International Women's Day Auction

Here’s a look at the artists involved.

Michaela Stark Opens 'Panty Show' Exhibit
Sex & Dating

Michaela Stark Opens 'Panty Show' Exhibit

As seen on the official Milan Fashion Week calendar.

More ▾
 

Looks like you’re using an ad-blocker

We charge advertisers instead of our readers. Support us by whitelisting our site.

Whitelist Us

How to Whitelist Us

screenshot
  1. Click the AdBlock icon in the browser extension area in the upper right-hand corner.
  2. Under “Pause on this site” click “Always”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlock Plus icon in the browser extension area in the upper right-hand corner.
  2. Block ads on – This website” switch off the toggle to turn it from blue to gray.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlocker Ultimate icon in the browser extension area in the upper right-hand corner.
  2. Switch off the toggle to turn it from “Enabled on this site” to “Disabled on this site”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the Ghostery icon in the browser extension area in the upper right-hand corner.
  2. Click on the “Ad-Blocking” button at the bottom. It will turn gray and the text above will go from “ON” to “OFF”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the UBlock Origin icon in the browser extension area in the upper right-hand corner.
  2. Click on the large blue power icon at the top.
  3. When it turns gray, click the refresh icon that has appeared next to it or click the button below to continue.
screenshot
  1. Click the icon of the ad-blocker extension installed on your browser.You’ll usually find this icon in the upper right-hand corner of your screen. You may have more than one ad-blocker installed.
  2. Follow the instructions for disabling the ad blocker on the site you’re viewing.You may have to select a menu option or click a button.
  3. Refresh the page or click the button below to continue.