GERMAN LUXURY FASHION HOUSE MCM, IN COLLABORATION WITH HIGHSNOBIETY, PARTNERS UP WITH CREATIVE COLLECTIVE SUCUK & BRATWURST FOR THE UNVEIL OF A NEW MONOGRAM – A FIRST IN THE BRAND’S HISTORY.
In Fall / Winter 2021 occasion, MCM celebrates its 45year European heritage by releasing the Vintage Monogram Jacquard capsule collection. Within the collection, MCM’s iconic Visetos Monogram is reimagined with a vintage aesthetic woven into the fabric with traditional techniques of The Bauhaus textile school. The complex processes followed by meticulous craftsmanship have defined the essence of luxury fashion since its inception. To bring this new interpretation of the Visetos to life, MCM worked with Berlin creative collective Sucuk & Bratwurst and the seminal fashion and culture agency, Highsnobiety to create an exclusive 3D monogram animation.
The team behind Sucuk & Bratwurst, that is known for their polished esoteric renderings, met in kindergarten. There they were all part of the ladybug class. The ladybug is the symbol of luck and diligence and has since been their lucky charm, solidifying its place as Sucuk & Bratwurst’s logo.
Drawing inspiration from the brand’s 45year history, Sucuk & Bratwurst’s custom 3D monogram animation features a ladybug with the well-known MCM logo on its body. Resting on a flower and eventually flying towards the camera, the ladybug slowly metamorphoses into the MCM logo, with the texture and pattern visible on its wings. The ladybug reference is closely connected to MCM’s timeless laurel and diamond logo, with the underlying forms bearing close similarity. The animation is also representative of the transition from MCM’s classic Visetos Monogram to the launch of the first new monogram in the history of the brand.
Dirk Schönberger, MCM Global Creative Officer said “To kick off our 45th anniversary, we wanted to introduce a collection which is designed to nod towards the past yet look towards the future through a new material treatment. Berlin-based artist collective, Sucuk & Bratwurst – renowned for their bold, otherworldly imagery across two and three dimensional realms – are the perfect partners to conceptualize the metamorphosis of our monogram. I’m confident that our partnership with Highsnobiety will convey the mood, attitude and essence of our latest monogram treatment”.
The Vintage Jacquard Monogram is created in antique grey, modern blue, and royal red. The capsule includes iconic handbags and silhouettes such as the Stark, Tote, Klassik, Satchel and the Wilton Chain. Key accessories are the Home Slippers and Bucket Hat, key sneaker styles range from the Terrain to the Slip On.
The product assortment is available in-store and online from June 1st at mcmworldwide.com.