 | |
| Industry | Fashion |
|---|---|
| Founded | 1976; 49 years ago (1976) Munich, Germany |
| Founder | Michael Cromer |
| Headquarters | Munich, Germany |
| Key people | Kim Sung-joo (Chairwoman) |
| Parent | Sungjoo Group |
| Website | www |
MCM Worldwide is a luxury fashion brand originally founded in 1976 as the initialism of "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. 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.
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).
Gallery
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MCM Store in Berlin
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MCM Store in Las Vegas
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MCM Heritage Cognac Visitors Travel Collection
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MCM Stark Backpack in Cognac Visetos
References
- mcmworldwide.com Brand identity
- ^ businessoffashion.com MCM Aims For $2 Billion Sales in Five Years APRIL 22, 2016
- ^ Ramirez, Elva (March 12, 2010). "MCM's Eastern Makeover". Wall Street Journal. Retrieved 27 July 2014.
- ^ Elendt, Von Gerd; Jochen Siemens (July 20, 2007). "Der Fall des Michael Cromer" (in German). Stern. Retrieved 27 July 2014.
- Hannah Marriott (19 August 2014), The world in a bag: the rise of MCM The Guardian.
- Hannah Marriott (19 August 2014), The world in a bag: the rise of MCM The Guardian.
- Moodie Report, MCM reaches for the stars on global stage 10/11/06
- Moodie Report, MCM inaugurates Hong Kong flagship in the glittering ceremony
- Paulina Szmydke (9 March 2016), MCM Teams With Tobias Rehberger Women's Wear Daily
- Misty White Sidell (12 June 2018), MCM’s Pitti Uomo Leap Women's Wear Daily
- Joelle Diderich (10 October 2018), Exclusive: MCM Taps Dirk Schönberger as Global Creative Officer Women's Wear Daily
- Tianwei Zhang (29 June 2022), MCM Puts Mini Fanny Pack on Crocs for Summer Women's Wear Daily
- Miles Socha (10 February 2023), Designer Dirk Schönberger Has Exited MCM Women's Wear Daily
- Lauren McCarthy (23 February 2015), Marchon, MCM Ink Eyewear Deal Women's Wear Daily
- Andrea Onate (11 September 2023), Marcolin, MCM Announce New Eyewear Partnership Women's Wear Daily
- James Manso (18 March 2021), Exclusive: MCM Debuts First Fragrance With Inter Parfums Women's Wear Daily
- Paulina Szmydke (9 July 2015), MCM Goes Futurist for Fall Ads Women's Wear Daily
- Miles Socha (21 August 2023), Exclusive: Cindy Crawford Is the New Face of MCM Women's Wear Daily
- Lily Templeton (18 January 2024), Exclusive: MCM Taps Cara Delevingne, South Korea’s Xu Meen for Spring Campaign Women's Wear Daily
- Miles Socha (18 July 2024), Exclusive: Matt Dillon Broods in MCM’s Fall Campaign Women's Wear Daily
- Fleur Burlet (17 July 2019), Exclusive: Billie Eilish Fronts MCM Campaign Women's Wear Daily
- Conchita Widjojo (20 January 2022), Taps Iann Dior for Latest Spring 2022 Campaign Women's Wear Daily
- Kristopher Fraser (21 July 2023), Lindsay Lohan Stars in MCM x Crocs Collaboration Campaign Women's Wear Daily
- 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.
- Miles Socha (18 July 2024), Exclusive: Matt Dillon Broods in MCM’s Fall Campaign Women's Wear Daily