MCM at 50: Icons Reinvented for a New Era of Functional Luxury
MCM celebrates its 50th anniversary by redefining luxury.
In 1976, Munich, luxury label MCM was founded on the Bauhaus principle that ‘form follows function’. As such, the brand’s mission has always been to combine fashion and functionality, crafting pieces that will actually be worn and used as opposed to just admired. Because of this, the brand has always positioned itself at the epicentre of culture, moving with the times rather than just watching it slip by.
Born in a time of disco fever and avant-garde design, the brand is once again proving its ability to keep up momentum and move with the modern age with its latest collection, which focuses on the digital.
A 50th anniversary campaign designed specifically to show how the collection has adapted to modern ways of living (think: hands-free forms perfect for public transport, and bags made to carry devices like laptops) might seem contradictory, but for MCM it’s delightfully on-brand. The “Icons Reinvented” platform doesn’t signal a heritage brand looking back, but a cultural powerhouse redefining luxury.
The anniversary collection reimagines the brand’s most-cherished silhouettes: the Stark Backpack, Liz Shopper, Ella Boston and Ottomar Weekender, as an expression of MCM’s signature SMART luxury movement. ‘Seasonless, mobile, ageless, responsible and transformative’, the anagram represents the brand’s commitment to sustainability and ability to remain forward-thinking. In creating silhouettes that have remained functional and fashionable for over 50 years, the house confirms it has stood the test of time. The culmination of the anniversary festivities? Set to happen during Oktoberfest, of course. Where else for a brand with roots in Munich?
Credits:
Images courtesy of MCM
Words: Cable Writers
