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Building on their debut collection of graphic-heavy ready-to-wear pieces in 2019, MCM and A Bathing Ape (BAPE) have reunited for an all-new Spring/Summer 2024 capsule collection celebrating the Year of the Dragon, ahead of Lunar New Year.
Fusing BAPE’s famous shark motif with MCM’s classic Visetos, this latest delivery features an expansive range of leather bags. A golden dragon motif, mixed with BAPE’s STA logo, appears across MCM’s most celebrated silhouettes, including the Backpack, the Belt Bag, the Crossbody, the Boston, the Weekender, the North-South Tote, and the handheld Pouch. Notably, each piece is finished with durable gunmetal hardware and brazen dual-branded iconography.
“We are pleased to recombine MCM’s rich heritage of artisanship & mobility with the dynamic creativity of BAPE for this next drop,” said Sabine Brunner, president of MCM. “Both brands complement one another as they achieved prominence through their natural proximity with the global streetwear movement – MCM finding a renaissance in the New York hip-hop community of the ’80s, and BAPE coming of age during the explosion of Tokyo’s Harajuku scene in the ’90s. It is a true celebration of luxury streetwear that captures the essence of the Zeitgeist.”
“We are excited to join…
MILAN — A newly designed anniversary logo is only one of the ways MCM is marking its 50th year.
The German luxury accessories brand is kicking off the celebrations of the milestone with “Icons Reinvented,” a year-long global platform that reimagines the brand’s most recognized styles, including the Stark Backpack, Liz Shopper, Ella Boston and Ottomar Weekender designs.
“I’m not a person that likes to always look back and redo what was in the past. I always want to look forward. But of course, when you get to an anniversary, you ask yourself what is important to the brand, which for us is the allover logo and some styles that are connected to it,” global chief brand officer Dirk Schönberger told WWD.
Yet for the designer, just the product was not enough. The project offered him a chance to spotlight the people around the brand. “I was really looking at this idea of 50 years, meaning there are generations that have been in contact or working for MCM for decades… and we wanted to show different ages, different generations and chosen families that are part of the storytelling of MCM,” said Schönberger.
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MILAN — German accessories brand MCM is ready to unveil a new chapter of its history.
Ahead of its debut as part of the Milan Fashion Week calendar, MCM Global AG’s president Sabine Brunner discussed the new strategic direction the brand has undertaken and been building up recently.
The main focus is repositioning MCM as a digitally driven luxury brand through a new image and products that revitalize its heritage codes — tracing back to 1976 — as well as expand into a full-fledged offering of accessories, ready-to-wear and lifestyle. The goal is to further serve and engage both the brand’s existing customer base and what Brunner described as the “Digital Nomads,” the Gen-Z and Millennial consumers MCM has been increasingly attracting.
“I don’t think it’s a change, rather a revisitation,” said Brunner about the strategy. “Ms. [Sungjoo] Kim, who is the owner and the chief visionary officer of the brand, always has the right vision: She envisioned and could feel that there’s going to be a shift in the market. MCM was very much kind of streetwear- and subculture-focused, which brought an amazing success to the brand constantly and for many years. But we felt it was time…