Changing for the better
The German fashion brand, MCM (Moderne Creation Munchën) recently unveiled its new strategic direction and identity. Known for its quirky logo-emblazoned craftsmanship, the Berlin-based brand adds a touch of edge and boldness to the fashion hub.
The luxury brand will be updating its design language, consumer experience, and lifestyle presentation, which will be presented during Milan Men’s Fashion Week in June for the first time. These new changes will highlight a new era of creativity, vision, and innovation that will reposition the fashion house as a digital-driven, smart, and sustainable luxury brand.
Everything you need to know about MCM’s new identity and creative direction:
The new business direction will be led by Sabine Brunner, the President of MCM Global AG. Sungjoo Kim, the Chairperson and Chief Visionary Officer, will also be a part of the team to help revitalise the brand’s heritage codes and portfolio. Tina Lutz Morris and Katie Chung were also appointed to lead and develop the global design and creative direction. The design duo will be debuting their first joint collection with the Spring Summer 2024 collection. The two ladies will bring new life to the brand’s signature DNA as well as transform the brand’s conceptual design. They will also be updating the assortment of ready-to-wear and accessories.
The Chief Digital and Merchandising Officer, Marie-Laure Lequain will also be joining the team to help build on the new collection and channel strategies.
“I am truly delighted to introduce this new leadership team to become the engine and forge the next chapter of growth for the MCM business. This new cadre of talents will revolutionise the brand to introduce the next level of future luxury and become one of the industry’s foremost leaders in design, experience and digital excellence,” said Sungjoo Kim, Chairperson & Chief Visionary Officer, MCM Group.
MCM will present the Spring/Summer 2024 collection on 18 June in Milan, during the official schedule of Milano Moda Uomo.
Discover more at MCM.com
