MCM reveals futuristic "AW24 Collection"

On the 22nd, luxury fashion house MCM unveiled the AW24 collection at Palazzo Serbelloni in Milan, a blend of traditional craftsmanship and futuristic innovation.

The MCM 2024 AW24 collection is inspired by the rich culture of Munich, where the brand's iconic design codes were born. Especially under the theme 'From Munich to Mars,' it conceptualizes MCM's approach to crossing the boundaries of innovation and moving into new realms, featuring items ranging from traditional winter essentials to modern elements, reflecting the brand's philosophy of a hands-free lifestyle that is both luxurious and versatile.

This AW24 collection, catering to the needs of futuristic individuals of all ages and genders, embodies core diversity and is designed for a lifestyle with frequent movements, from daily commuting to global adventures, highlighting functionality while beautifully maintaining style.

This collection, designed by MCM's Creative Director Katie Jung, gains significance as it took place in the neoclassical palace Palazzo Serbelloni, built in central Milan in the late 18th century. This historic location was transformed with elements symbolizing Earth and Mars, sparking curiosity and wonder, and creating a window acting as a gateway between the two worlds, offering attendees a glimpse into two different realms.

The MCM AW24 collection breaks down the barriers between innovation and expression, reimagining iconic styles and play with heritage codes, providing a new perspective on luxury. Key items include the evolved elegance of the exclusive Black Label line, and the Diamante 3D and Diamante Soft, serving as the season's highlights with confidence and sophistication.

The new frontier of sustainability, the MIRUM® capsule collection, introduces an eco-friendly plant-based alternative to leather, marking significant progress in the luxury sector mindful of the environment. This capsule collection, made from the plastic-free leather material MIRUM, embodies MCM's spirit of eco-friendly luxury and is completed in four iconic styles. Additionally, the exploration of new materials such as Laurel Denim Jacquard, Monogram Refined Nylon, Metal Leather, and Refined Grain Leather has been notable in ready-to-wear.

The collection is completed with shoes that combine comfort and style, such as the silver Swarovski ballet flats, the Loreto Monogram Moccasin with a clog-style silhouette, and metallic snow boots.

Furthermore, the new eyewear partnership with Marcolin has resulted in a collection that has caught attention with its Deep Pixel technology, allowing glasses to be automatically fitted to the face on screen, introducing a virtual try-on technology.

The new fragrance, MCM Crush, is also being launched. This Eau de Toilette, presented together with the world-renowned luxury perfume company Inter Parfums, Inc, boasts a captivating essence.

"MCM, founded on the spirit of innovation and independence, has been redefining luxury since its inception," says MCM's GBCO Sabine Brunner. "We will continue to uphold the spirit of craftsmanship, diversity, and inclusion, and based on this spirit, we will continue to advance, presenting pioneering styles that allow customers to explore various terrains without boundaries between the physical and virtual worlds," she added.