MCM | Presenting A New Brand Identity and Creative Direction

Debuting their sustainable and digitally driven SS24 collection at Milan Men’s Fashion Week

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McKenna Matus

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On the occasion of Milan Men’s Fashion Week, luxury German powerhouse MCM will present their Spring/Summer 2024 collection, marking a new era of creativity, vision, and innovation. Strengthened by the leadership of their newly appointed creative team, MCM’s modernized brand identity features an enhanced design language for the 21st century Digital Nomad consumer.

Sabine Brunner, President of MCM Global AG. Photographed by Mia Franzosi.

The new lifestyle assortment of ready-to-wear and accessories is digitally driven and sustainable, led by the recently appointed President of MCM Global AG Sabine Brunner and Chairperson & Chief Visionary Officer Sungjoo Kim. The SS2024 collection is the MCM debut for design duo Tina Lutz Morris and Katie Chung, who were appointed to lead and develop the global design and creative direction for the brand. Marie-Laure Lequain was appointed as Chief Digital and Merchandising Officer to accelerate commercial growth through astute and strategic merchandising planning and powerful storytelling.

Tina Lutz Morris, MCM Global Creative Lead. Photographed by Mia Franzosi.

“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 revolutionize the brand in order to introduce the next level of future luxury and become one of the industry’s foremost leaders in design, experience and digital excellence.” - Sungjoo Kim, Chairperson & Chief Vision Officer, MCM Group.

Katie Chung, MCM Creative Director. Photographed by Mia Franzosi.

MCM’s contemporary and cutting edge new era appeals to millennial and Gen Z audiences who embody the genderless, ageless, and empowered; the bold, rebellious, and aspirational. The brand fervently maintains its founding principles and German heritage by continuing to focus on innovation, cutting-edge techniques, and technological advancements.

Marie-Laure Lequain, MCM Chief Digital and Merchandising Officer. Photographed by Mia Franzosi.
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MCM, Men's Fashion Week, Milan, Spring/Summer 2024, Rebrand