German luxury powerhouse MCM announces an exciting shift in its strategic direction, introducing a fresh brand identity and enhanced design language to cater to the 21st-century Digital Nomad. The unveiling of this new era took place during Milan Men’s Fashion Week this June, marking an important milestone for the brand.
This transformative update signifies MCM’s commitment to creativity, vision, and innovation. With a focus on digitalization, intelligence, and sustainability, the brand aims to reposition itself as a leading luxury label. By revitalizing its heritage codes and expanding the product portfolio, MCM will offer a comprehensive assortment of ready-to-wear and accessories that cater to a modern lifestyle.
Driving this new direction is Mrs. Sabine Brunner, the recently appointed President of MCM Global AG. As a member of the Executive Committee and Brand & Commercial Officer, she oversees creative, category development, marketing, and more. Reporting to Ms. Sungjoo Kim, the Chairperson & Chief Visionary Officer (CVO), Mrs. Brunner leads the brand’s strategic vision.
Leading the charge in design and creative direction are Ms. Tina Lutz and Ms. Katie Chung, known as the “T&K Duo.” Their debut collection for the Spring/Summer 2024 season breathed new life into MCM’s signature DNA, translating conceptual design into a contemporary culture and lifestyle for today’s Digital Nomad. Ms. Lutz, based in Milan, serves as the Global Creative Lead, while Ms. Chung, based in Seoul, acts as the Creative Director, collaborating closely with Tina across all categories.
To further accelerate commercial growth, Ms. Marie-Laure Lequain assumes the role of Chief Digital and Merchandising Officer (CDMO). She will leverage market opportunities and employ strategic merchandising planning to maximize profitability. The brand’s distribution model will emphasize a robust first-party digital business, providing seamless online and offline consumer experiences through captivating storytelling. Ms. Lutz, Ms. Chung, and Ms. Lequain will directly report to Ms. Sabine Brunner.
Ms. Sungjoo Kim, the Chairperson & Chief Vision Officer of MCM Group, expresses her enthusiasm for the new leadership team and their mission to drive the brand’s growth. With their extensive experience in luxury accessories and ready-to-wear, they are well-equipped to revolutionize MCM and establish its position as a leader in design, experience, and digital excellence. Their diverse backgrounds and expertise make them a natural fit for leveraging MCM’s rich heritage to inspire and empower future generations worldwide.
