As we approach the summer of 2024, fashion enthusiasts eagerly await the latest collections from their favourite brands. Among them, MCM stands out for its rule-breaking attitude and innovative designs.

MCM marks a new era for SS24:

German luxury fashion house MCM’s SS24 collection, “Made for Movement,” features versatile and multifunctional accessories that cater to a new generation of upscale digital nomads. The collection defies traditional classifications of workwear or leisurewear, with wrinkle-free fabrics and comfortable ready-to-wear urban sportswear.

MCM’s visual identity has been updated to reflect its heritage, with a nod to the past while looking towards the future. The iconic Laurel and Diamond motifs, MCM lettering, and Cognac colourway are deconstructed from its classic Visetos pattern for a refreshed new look.

Representing a new era of sophistication, the Maison evokes a sense of adventure while catering to the needs of modern travellers and digital nomads. Additionally, it also promotes inclusivity and empowers individuals to explore the world without boundaries.

Creative director Fabien Baron of Baron & Baron, NY, has been engaged to translate the Maison’s spirit of sophisticated rebellion into a new advertising and digital content campaign. This campaign is sure to capture the attention of fashion enthusiasts and digital nomads alike.

MCM’s commitment to meeting and serving its consumers wherever they go, whether it’s in their day-to-day lives or in the Metaverse, is reflected in its partnership with Inter Parfums to launch a new perfume.

Take a peek at the new drop. For more info, discover more on the website. 

All images courtesy of MCM