Ushering in the latest era at MCM, its new creative duo Tina Lutz and Katie Chung have been tapped to helm the creativity of the brand with impressive debut results
While we’ve long been fans of MCM’s iconic studded backpacks and Visetos-print bags, when news dropped that a new creative duo had been enlisted to breathe fresh life into the German accessories brand, we can’t deny we felt a wave of excitement. Now, having just debuted their first joint collection for the SS24 season, Tina Lutz and Katie Chung have prompted a whole new era, translating conceptual design into a culture and lifestyle for today’s new generation of digital nomad.
“The MCM archive was our inspiration, but I felt a need to clean everything first,” Katie tells MOJEH. “I felt like I was visiting my grandmother’s house with a lot of old stuff piling up, so we went through it and studied everything. We decided that the logo and pattern are what MCM is ultimately about, so we focused on that, but also on the famous cognac colour. And then we started playing around with those elements.” The result? A fashion forward RTW collection of comfortable urban sportswear constructed in travel-ready wrinkle-free fabrics that defy traditional classifications of workwear or leisurewear. “It highlights the design codes which comprised its renowned visual signature since 1976: the classic Visetos pattern is deconstructed into its iconic laurel and diamond motifs, MCM lettering and that signature colour way,” adds Tina.
“I know MCM is known for the monogram pattern, and I was dying to introduce our own new shape,” says Katie Chung
If there’s one thing Katie and Tina were adamant about, it was paying tribute to the brand’s rich heritage while putting their own unique spin on the collection. “Respect for the brand was important. Modernising but not changing it, and not having an ego trip,” explains Tina. As such, highlights include a new oversized Maxi Honors bag emblazoned with a huge MCM logo — “it’s my favourite because you can wear it clutched under your arm or have it on your shoulder, plus it fits your computer,” enthuses Tina — and Katie’s top pick, the Diamant bag. “I love that style. I know MCM is known for the monogram pattern, and I was dying to introduce our own new shape,” adds Katie. We can’t wait to see what they come up with next.
Revamping a beloved brand requires careful consideration to avoid losing its essence. “The MCM archive was our inspiration, but I felt a need to clean everything first,” says Tina Lutz
