Brands love nothing more than a good rebrand. Rebranding isn’t just a method of changing your strategic direction or hiring a few new people; it’s also the perfect way to bring on a new era, a renaissance if you will, and MCM is entering into one right now.
The German powerhouse widely recognised for its luxury leather goods and iconic monogram just revealed its plans to shake things up with a new brand identity and creative direction. Having recently appointed Sabine Brunner at the helm of the brand, one of her main focuses since taking the role of President of MCM Global AG has been to usher in a new era of ultra-modern creativity.
As well as Sabine Brunner, MCM has also appointed a couple new faces to run design and creative direction. Known as the “T&K Duo”, Tina Lutz has taken on the role of Global Creative Lead from Milan, and Katie Chung who’s based in Seoul is now Creative Director of MCM.
MCM’s a brand we already associate with the zeitgeist, but its new strategy is setting out to solidify this reputation even further. Whilst a priority of the rebrand is revitalising heritage codes and developing the iconicity of the brand, MCM’s also planning to engage with tech and sustainability more than ever before.
This is all coming to a head at Milan Men’s Fashion Week (which starts today), where MCM’s new brand identity will be revealed through a collection featuring both ready-to-wear and accessories. Watch out for MCM’s SS24 collection, showing on the 18th June – no doubt, it’s going to be good.
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