German luxury brand MCM is marking its 50th anniversary this year, positioning the milestone not just as a retrospective, but also as a starting point for what comes next.
Founded in Munich in 1976, MCM built its name on leather goods and travel accessories, becoming widely associated with its Visetos monogram—the brand’s signature logo print—and a jet-set, internationally minded customer. The brand now operates across more than 40 countries, spanning accessories, ready-to-wear, and lifestyle products.
Emerging from a 1970s Munich scene shaped by disco, nightlife and creative experimentation, MCM has long positioned itself at the intersection of luxury and culture. That trajectory has continued through later touchpoints—from New York hip-hop in the ’80s and ’90s to K-pop and wider Asian pop culture—reinforcing its links to movement, identity and global exchange.
The anniversary activity launches with Icons Reinvented, a platform that revisits some of MCM’s best-known designs—including the Stark Backpack, Liz Shopper, Ella Boston, and Ottomar Weekender—and reinterprets them through a contemporary lens. The approach is framed by the brand as “Smart Luxury”—seasonless, mobile, ageless, responsible, transformative.
These are pieces designed for life across cities, time zones and digital spaces, with a focus on evolution rather than nostalgia. Lighter construction, modular features and improved functionality support that shift, alongside a renewed emphasis on craftsmanship and the ongoing refinement of these core silhouettes.
Beyond this opening phase, MCM’s anniversary will unfold across Europe, the US and Asia, spanning fashion, music, design, sport and wider cultural touchpoints. The programme will build towards a larger-scale moment in Munich during Oktoberfest, bringing the milestone back to the city where the brand was founded. A reworked anniversary logo, inspired by archival motifs and Munich’s visual language, also links the brand’s legacy with its next chapter.
At the centre of the opening campaign is a hero film featuring Herbert Lieb, a long-time figure within the company who has been with MCM for over 40 years. Shot in his studio and interwoven with archival material, Lieb offers insight into MCM’s formative years, framing its history as a catalyst for evolution rather than preservation.
“For 50 years, MCM has been made to move,” says Sungjoo Kim, Chief Visionary Officer of the brand. “Our heritage does not belong to the past—it belongs to the future. We have always translated cultural momentum into meaningful design.”
“As we enter our next chapter, progression is our focus,” adds Dirk Schönberger, MCM’s Global Brand Officer. “By listening closely to our community and designing with intention, MCM will continue to shape a definition of luxury grounded in utility, adaptability and creative freedom.”
For more information and to shop visit the MCM site.
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