MCM or MCM Worldwide is a luxury fashion house and label originally founded in 1976 by Michael Cromer Munich. 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.mcmworldwide.com Brand identity
MCM was bought out in 2005 by Kim Sungjoo of the Daesung Group family. MCM makes roughly 70% of its sales in Asia, and the rest in Europe, the Middle East, and the Americas. MCM sells its products through wholesale accounts, franchises and directly operated stores.
History The MCM brand became 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 Daesung Group magnate Kim Soo-keon.businessoffashion.com MCM Aims For $2 Billion Sales in Five Years APRIL 22, 2016 At the time, MCM's global sales stood at $100 million.Hannah Marriott (19 August 2014), The world in a bag: the rise of MCM The Guardian.
Kim Sung-joo hired designer Michael MichalskyHannah Marriott (19 August 2014), The world in a bag: the rise of MCM The Guardian. and re-launched the brand in 2006 with a new store in Berlin.Moodie Report, MCM reaches for the stars on global stage 10/11/06 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.Moodie Report, MCM inaugurates Hong Kong flagship in the glittering ceremony
On the occasion of the brand's 40th anniversary in 2016, MCM commissioned Tobias Rehberger with a limited-edition capsule collection.Paulina Szmydke (9 March 2016), MCM Teams With Tobias Rehberger Women's Wear Daily
MCM established a Milan design studio in 2017. By 2018, the brand presented its first full-fledged ready-to-wear collection at Pitti Uomo.Misty White Sidell (12 June 2018), MCM’s Pitti Uomo Leap Women's Wear Daily
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.Joelle Diderich (10 October 2018), Exclusive: MCM Taps Dirk Schönberger as Global Creative Officer Women's Wear Daily 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.Tianwei Zhang (29 June 2022), MCM Puts Mini Fanny Pack on Crocs for Summer Women's Wear Daily MCM has had exclusive license agreements with Marchon Eyewear (2015–2023)Lauren McCarthy (23 February 2015), Marchon, MCM Ink Eyewear Deal Women's Wear Daily and Marcolin (since 2023)Andrea Onate (11 September 2023), Marcolin, MCM Announce New Eyewear Partnership Women's Wear Daily 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.James Manso (18 March 2021), Exclusive: MCM Debuts First Fragrance With Inter Parfums Women's Wear Daily
In 2023, Schönberger left the company,Miles Socha (10 February 2023), Designer Dirk Schönberger Has Exited MCM Women's Wear Daily and 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.
List of creative directors Michael Michalsky, 2006–2013 Adrian Josef Margelist, 2013–2016 Dirk Schönberger, 2018–2023 Tina Lutz and Katie Chung, 2023-Present
Marketing For its advertising campaigns, MCM has been working with renowned photographers including Herb Ritts (1996), Daniel Sannwald (2015),Paulina Szmydke (9 July 2015), MCM Goes Futurist for Fall Ads Women's Wear Daily Juergen Teller (2023),Miles Socha (21 August 2023), Exclusive: Cindy Crawford Is the New Face of MCM Women's Wear Daily Craig McDean (2024)Lily Templeton (18 January 2024), Exclusive: MCM Taps Cara Delevingne, South Korea’s Xu Meen for Spring Campaign Women's Wear Daily and Collier Schorr (2024).Miles Socha (18 July 2024), Exclusive: Matt Dillon Broods in MCM’s Fall Campaign Women's Wear Daily Campaigns have featured Cindy Crawford (1996, 2023), Billie Eilish (2019),Fleur Burlet (17 July 2019), Exclusive: Billie Eilish Fronts MCM Campaign Women's Wear Daily Iann Dior (2022),Conchita Widjojo (20 January 2022), Taps Iann Dior for Latest Spring 2022 Campaign Women's Wear Daily Lindsay Lohan (2023),Kristopher Fraser (21 July 2023), Lindsay Lohan Stars in MCM x Crocs Collaboration Campaign Women's Wear Daily Cara Delevingne (2024)Danielle Directo-Meston (19 January 2024), Cara Delevingne, South Korean Model Xu Meen Make a Case for Digital Nomad Style in MCM’s New Campaign The Hollywood Reporter. and Matt Dillon (2024).Miles Socha (18 July 2024), Exclusive: Matt Dillon Broods in MCM’s Fall Campaign Women's Wear Daily
Gallery
References
External links