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MCM Worldwide

German luxury fashion brand

German luxury fashion brand

FieldValue
nameMCM Worldwide
logoFile:MCM-logo-new-2020.png
logo_altCompany logo shows letters MCM above laurel leaf motif
imageFile:MCM Store, Berlin, Germany.jpg
image_captionMCM Store in Berlin
industryFashion
founderMichael Cromer
foundation
Munich, Germany
locationMunich, Germany
key_peopleKim Sung-joo (Chairwoman)
parentSungjoo Group
homepage

Munich, Germany MCM Worldwide is a luxury fashion brand originally founded in 1976 by fashion designer Michael Cromer. The brand’s signature logo-printed material, called Cognac Visetos, appears on many of its products. Its brass plate insignia is found on all heritage collection bags and most products; each brass plate is identified by a unique number at the bottom. MCM sells its products through wholesale accounts, franchises and directly operated stores.

MCM was bought out by Sungjoo Group of Korea in 2005. the brand makes roughly 70% of its sales in Asia, and roughly 30% in Europe, the Middle East, and the Americas.

History

The MCM label, originally stood popular during the 1980s for being "ostentatious and flashy". At the height of its popularity in 1993, it owned 250 branches worldwide and recorded sales of $250 million. Following a 1995 investigation of Cromer for alleged tax evasion by German tax authorities, banks and investors lost faith in MCM's financial stability. In 1997, the company was restructured, and its stores and trademark rights were split and sold.

In 2005, the worldwide rights to the MCM brand were acquired from a Swiss financier by Sungjoo Group, a South Korean retail business founded by Sung-Joo Kim, the youngest daughter of South Korean magnate Kim Soo-Keon. At the time, MCM's global sales stood at $100 million.

Michael Michalsky, 2006–2013

Kim hired designer Michael Michalsky and re-launched the brand in 2006 with a new store in Berlin. MCM thereafter reopened stores in New York, Toronto, Paris, London, Singapore, Tokyo, and China among others. In 2011, MCM debuted its largest store in Hong Kong’s Entertainment Building.

Adrian Josef Margelist, 2013–2016

On the occasion of the brand's 40th anniversary in 2016, MCM commissioned Tobias Rehberger with a limited-edition capsule collection.

MCM established a Milan design studio in 2017. By 2018, the brand presented its first full-fledged ready-to-wear collection at Pitti Uomo.

Dirk Schönberger, 2018–2023

In 2018, Dirk Schönberger joined MCM from Adidas, initially as global creative officer; he was promoted to global brand officer in 2022. During his time at the brand, he built a design studio in Berlin to complement its creative centers in Seoul and Milan. He teamed up with Puma in 2018 on a capsule that included footwear, clothing and accessories, and with Crocs in 2022 on a footwear capsule.

In 2023, Schönberger left the company.

Tina Lutz and Katie Chung, 2023-Present

In June 2023, MCM announced the dual appointment of Tina Lutz as Global Creative Lead and Katie Chung as Creative Director. Lutz is based in the brand's Milanese design studio, while Chung works in Seoul.

Previously, Chung was creative director of South Korean menswear brand Wooyoungmi. Lutz's prior experience includes time at Issey Miyake and Calvin Klein as well as cofounding a womenswear brand and launching a handbag line.

Other activities

MCM has had exclusive license agreements with Marchon Eyewear (2015–2023) and Marcolin (since 2023) for the design, production and worldwide distribution of the brand’s eyewear.

In 2019, MCM signed a 10-year licensing agreement with Inter Parfums; the first fragrance, called MCM Eau de Parfum, was launched in 2021.

Campaigns

For its advertising campaigns, MCM has been working with renowned photographers including Herb Ritts (1996), Daniel Sannwald (2015), Juergen Teller (2023), Craig McDean (2024) and Collier Schorr (2024). Campaigns have featured Cindy Crawford (1996, 2023), Billie Eilish (2019), Iann Dior (2022), Lindsay Lohan (2023), Cara Delevingne (2024) and Matt Dillon (2024).

References

References

  1. mcmworldwide.com [http://www.mcmworldwide.com/en/corporate/corporate.html Brand identity]
  2. Ramirez, Elva. (March 12, 2010). "MCM's Eastern Makeover". Wall Street Journal.
  3. Elendt, Von Gerd. (July 20, 2007). "Der Fall des Michael Cromer". Stern.
  4. businessoffashion.com [http://www.businessoffashion.com/articles/news-analysis/luxury-accessories-brand-mcm-aims-for-2-billion-sales-in-five-years MCM Aims For $2 Billion Sales in Five Years] APRIL 22, 2016
  5. Hannah Marriott (19 August 2014), [https://www.theguardian.com/lifeandstyle/2014/aug/19/rise-of-mcm-handbags-it-bag The world in a bag: the rise of MCM] ''[[The Guardian]]''.
  6. Hannah Marriott (19 August 2014), [https://www.theguardian.com/lifeandstyle/2014/aug/19/rise-of-mcm-handbags-it-bag The world in a bag: the rise of MCM] ''[[The Guardian]]''.
  7. Moodie Report, [http://www.moodiereport.com/document.php?c_id=30&doc_id=12478 MCM reaches for the stars on global stage] 10/11/06
  8. Moodie Report, [http://www.moodiereport.com/document.php?c_id=30&doc_id=27461 MCM inaugurates Hong Kong flagship in the glittering ceremony]
  9. Paulina Szmydke (9 March 2016), [https://wwd.com/fashion-news/fashion-scoops/mcm-teams-tobias-rehberger-capsule-collection-anniversary-10387101/ MCM Teams With Tobias Rehberger] ''[[Women's Wear Daily]]''
  10. Misty White Sidell (12 June 2018), [https://wwd.com/feature/mcms-pitti-uomo-leap-1202697324/ MCM’s Pitti Uomo Leap] ''[[Women's Wear Daily]]''
  11. Joelle Diderich (10 October 2018), [https://wwd.com/feature/mcm-taps-dirk-schonberger-global-creative-officer-1202874472/ Exclusive: MCM Taps Dirk Schönberger as Global Creative Officer] ''[[Women's Wear Daily]]''
  12. Tianwei Zhang (29 June 2022), [https://wwd.com/fashion-news/fashion-scoops/mcm-mini-fanny-pack-crocs-classic-clog-1235236418/ MCM Puts Mini Fanny Pack on Crocs for Summer] ''[[Women's Wear Daily]]''
  13. Miles Socha (10 February 2023), [https://wwd.com/fashion-news/designer-luxury/mcm-designer-dirk-schonberger-leaves-1235514891/ Designer Dirk Schönberger Has Exited MCM] ''[[Women's Wear Daily]]''
  14. Salibian, Sandra. (2023-06-16). "MCM Takes New Strategic Direction With Key Appointments".
  15. Karimzadeh, Marc. (2023-06-21). "Tina Lutz Arrives at German Luxury House MCM".
  16. Lauren McCarthy (23 February 2015), [https://wwd.com/feature/marchon-mcm-ink-eyewear-deal-8219466-2124940/ Marchon, MCM Ink Eyewear Deal] ''[[Women's Wear Daily]]''
  17. Andrea Onate (11 September 2023), [https://wwd.com/fashion-news/fashion-scoops/marcolin-mcm-new-eyewear-partnership-1235800492/ Marcolin, MCM Announce New Eyewear Partnership] ''[[Women's Wear Daily]]''
  18. James Manso (18 March 2021), [https://wwd.com/feature/mcm-debuts-first-fragrance-with-inter-parfums-1234781379/ Exclusive: MCM Debuts First Fragrance With Inter Parfums] ''[[Women's Wear Daily]]''
  19. Paulina Szmydke (9 July 2015), [https://wwd.com/feature/mcm-fall-ad-campaign-furturist-10179926/ MCM Goes Futurist for Fall Ads] ''[[Women's Wear Daily]]''
  20. Miles Socha (21 August 2023), [https://wwd.com/fashion-news/fashion-scoops/cindy-crawford-mcm-campaign-supermodel-comeback-1235771201/ Exclusive: Cindy Crawford Is the New Face of MCM] ''[[Women's Wear Daily]]''
  21. Lily Templeton (18 January 2024), [https://wwd.com/fashion-news/fashion-scoops/cara-delevingne-xu-meen-mcm-mavericks-spring-campaign-1236128975/ Exclusive: MCM Taps Cara Delevingne, South Korea’s Xu Meen for Spring Campaign] ''[[Women's Wear Daily]]''
  22. Miles Socha (18 July 2024), [https://wwd.com/fashion-news/fashion-scoops/mcm-fall-campaign-matt-dillon-1236486347/ Exclusive: Matt Dillon Broods in MCM’s Fall Campaign] ''[[Women's Wear Daily]]''
  23. Fleur Burlet (17 July 2019), [https://wwd.com/feature/billie-eilish-mcm-bad-guy-genderless-childish-major-1203220465/ Exclusive: Billie Eilish Fronts MCM Campaign] ''[[Women's Wear Daily]]''
  24. Conchita Widjojo (20 January 2022), [https://wwd.com/fashion-news/fashion-scoops/mcm-iann-dior-spring-2022-campaign-1235041376/MCM Taps Iann Dior for Latest Spring 2022 Campaign] ''[[Women's Wear Daily]]''
  25. Kristopher Fraser (21 July 2023), [https://wwd.com/pop-culture/new-fashion-releases/lindsay-lohan-mcm-crocs-campaign-1235749749/ Lindsay Lohan Stars in MCM x Crocs Collaboration Campaign] ''[[Women's Wear Daily]]''
  26. Danielle Directo-Meston (19 January 2024), [https://www.hollywoodreporter.com/lifestyle/shopping/mcm-spring-summer-24-campaign-cara-delevingne-xu-meen-photos-what-to-buy-1235792310/ Cara Delevingne, South Korean Model Xu Meen Make a Case for Digital Nomad Style in MCM’s New Campaign] ''[[The Hollywood Reporter]]''.
  27. Miles Socha (18 July 2024), [https://wwd.com/fashion-news/fashion-scoops/mcm-fall-campaign-matt-dillon-1236486347/ Exclusive: Matt Dillon Broods in MCM’s Fall Campaign] ''[[Women's Wear Daily]]''
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