MCM

MCM is a German leather goods brand founded in 1976 , famous for its handbags and luggage. The brand logo consists of the letters "MCM" and a laurel leaf surrounded by a ribbon, which is a symbol of victory in Greek mythology . The brand logo and the square diamond pattern are cross-printed on cognac leather to form the brand's classic pattern "Cognac Visetos" .

· Brand History ·

MCM was founded in Germany in 1976. Its original name was "Michael Cromer München" . The first half is the full name of the founder Michael Cromer , and the second half refers to the birthplace of the brand , "Munich" . "MCM" also means "1900" in Roman numerals , symbolizing the "Age of Travelers" .

MCM's main business is the production of leather goods such as handbags and luggage. Its iconic pattern is "Cognac Visetos" : the laurel leaves wrapped with ribbons reflect the European neoclassical trend and are also a symbol of victory in Greek mythology. The inspiration for the diamond comes from the "blue sky and white clouds" diamond-shaped flag of Bavaria, symbolizing value, strength, eternity and the pursuit of beauty .

From the handmade days to the present day, the MCM brand has adhered to tradition. Each product has a unique number , consisting of numbers or letters, engraved on a brass nameplate .

In the 1980s, the development of the MCM brand entered its heyday. Suitcases printed with the "Cognac Visetos" pattern became a popular product around the world and were loved by many celebrities, such as American singer Diana Ross and American magician duo Siegfried & Roy .

At that time , MCM bags also appeared in the American TV series Dynasty : when Crystal Carrington, the wife of an oil tycoon, arrived at the hotel, the porter behind her carried several MCM suitcases. After the TV series was broadcast, MCM bags became synonymous with wealth and success .

MCM also invited American supermodel Cindy Crawford to shoot the advertisement, which was photographed by American photographer Herb Ritts . By the 1990s, MCM had more than 250 stores around the world.

In 1995, the MCM brand reached an important turning point in its history. Its founder, Michael Cromer, was embroiled in tax problems and the company faced a financial crisis. It was forced to restructure in 1997. Within a few years, the MCM brand almost disappeared from the European fashion circle.

It was not until 2005 that the Korean Sungjoo Group acquired MCM and began to change the brand image, redefining "MCM" as " Modern Creation München" and hiring Michael Michalsky as creative director to showcase sporty, energetic and youthful designs.

The MCM store reopened in Berlin, Germany in 2006. Under the management of the Korean group, the MCM brand adopted a new development strategy, with Asia, including China, South Korea and Japan, becoming the main market, and the European market gradually resuming expansion.


In 2008, Adrian J. Margelist served as the global art director . After leaving in 2010, he became the brand's creative director again in 2013, responsible for creative direction and product design.

From 2005 to 2015, MCM's global sales increased from the initial $100 million to $700 million, of which 60% came from the Asian market and 40% from Europe, the United States and the Middle East.

To celebrate the brand's 40th anniversary, MCM collaborated with German contemporary artist Tobias Rehberger to launch a limited edition handbag series , including backpacks, suitcases, crossbody bags, shopping bags, etc., with "deformation" as the design concept, using black and white lines to form geometric patterns to create illusion art.

In the same year, MCM collaborated with British designer Christopher Raeburn to launch a joint fashion series . In order to pay tribute to Munich, the birthplace of the brand, Christopher Raeburn chose the main colors of gray, blue and yellow similar to the Bavarian flag, and used camouflage patterns and military fabrics to emphasize the practicality and functionality of fashion.

As a 40th anniversary commemorative handbag, MCM launched the Munich Epoque series , with the theme of "Munich Era" , tracing the historical roots of the brand.

MCM's most classic bag is the Stark series backpack with the "Cognac Visetos" pattern. Other representative handbags include the Berlin series , Marien series , and Mitte series . The Berlin series is designed as a suitcase with a small and mini appearance. The red and black color scheme, coupled with decorative elements such as rivets and bolts, shows the fusion of tough style and feminine elegance.

Based on the Berlin series, MCM launched the Soft Berlin series in 2018 , which uses a more rounded shape and soft leather. In the same year, MCM also launched the Cassette series , which was inspired by elements such as cassette tapes, vinyl records, and DJ mixers.

Currently, MCM has stores in 35 countries around the world, including Munich, Berlin, Zurich, London, Paris, New York, Hong Kong, Shanghai, Beijing, Seoul and Tokyo.

· Chronology of major events ·