Founded in Munich in 1976, MCM is the luxury leather goods, apparel and footwear brand inspired by the city’s passion for glamour and artistic wealth. Evoking the romance of travel, the MCM brand manifesto is rooted in, “The art of travel. The spirit of adventure,” and the belief that, “life is a journey”, so in order to enjoy it, you need to travel it well. Today MCM have cemented their reputation as the go-to brand for innovation, craftsmanship and understated sophistication for the world’s most seasoned travellers. First exploding in popularity in the early 80s (perhaps down to their titillating, Herb Ritts lensed, campaign starring original super Cindy Crawford, holding nothing but the MCM logo to cover her modesty), the luxury leather goods brand has since gone on to gain fans in everyone from pop royalty to bonafide royalty! Just as others have made their logo synonymous with their brand, MCM’s heritage collection, Cognac Visetos, incorporates their signature logo, laurel and diamond pattern onto their classic luggage range, meaning that even if you haven’t heard of them, you’ll almost definitely have seen them from the stacks of trunks, suitcases and handbags sitting pretty next to any (and there are a lot) of the MCM aficionados who make it into the public eye. Complete with Finnish aircraft-quality plywood, brass features and leather trims, MCM can truthfully call Cognac Visetos “a timeless treasure.” You won’t find anyone resting on these laurels, they’re far too precious!
2005 saw MCM undergo its own renaissance, being rechristened as Modern Creation München. Under the leadership of Chairperson & Chief Visionary Officer, Ms Sung-Joo Kim, the Sungjoo Group acquired MCM and brought the brand to a whole new audience of 21st century global nomads. Keeping a keen eye on South East Asia, they opened boutiques all over the world from Düsseldorf to Dubai, including their largest shop-in-shop boutique in Europe at London’s Harrods, to complement its nearby Sloane Street store. Today you’ll find the beribboned laurel leaves adorning the arms of everyone from Cristiano Ronaldo to Cara Delevingne and everyone in between.
MCM’s spring/summer 15 collection, Game On! Diamond Land!, took its inspiration from the insatiable culture of video gaming. Translating glittering digital pixels into acid bright diamonds, lustrous chunky gems and gleaming metallic hardware, the result was an assortment of eye-popping arm candy fit for the fashion cognoscenti and the global glitterati. Defining luxury for a new age of social media whizzes and online buffs, MCM’s future is the beginning. If you’ve not quit your job yet, MCM is the perfect excuse to pack your Cognac Visetos and embark on an adventure! mcmworldwide.com
Credits
Photography Clare Shilland
Styling Hanna Kelifa
Hair Tracey Cahoon for Cahoonas Little Shop of Hair using Bumble & bumble.
Niamh Quinn at LGA Management.
Photography assistance Liam Hart.
Styling assistance Zsofia Farakas.
Casting Ben Grimes.
Models Hannah Brons-Harper and Abigail Brons-Harpe.
Hannah and Abigail wear all bags and bag accessories MCM.