The Iconic MCM Monogram Takes Shape On Eyewear
That logo. MCM’s bold cognac visetos pattern communicates a rich heritage. The beribboned laurel leaves pay tribute to King Ludwig I’s passion for neoclassical design as well as representing the Greek symbol for victory. “MCM speaks to the individual who looks for luxury products that are still functional and cool,” said Valentina Nardini Santin, global brand director for MCM. “They are trendsetters and fashion-forward consumers who love to travel and stand out.”
Established in Germany in 1976, MCM was re-launched in 2005 by a Korean company, the Sungjoo Group, as “Modern Creation Munich.” Sungjoo rebuilt the brand’s image, mixing its heritage with elements from Asian pop culture to bring a new vision to luxury goods with a focus on ageless, genderless styling. MCM’s iconic backpack, for example, is “the epitome of the new lifestyle of youthful luxury,” according to Santin.
The eyewear license was snagged in 2015 by Marchon, and for spring/summer 2016, a five-piece collection that comprises 13 ophthalmics and eight suns comes to market. The key elements that consumers crave about the MCM product line have been integrated into the eyewear collection through new interpretations of the iconic features, signature logo pattern and usage of studs, diamonds and vibrant colors.
The Berlin (MCM603S), a women’s cat eye in a sophisticated metal outline punctuated by small metal diamonds on acetate. Munich (MCM606S), a round acetate, has temples decorated with a futuristic design made of small metal diamonds and studs that accentuate the logo. Colors comprise black, Havana, pink and burgundy.
Inspired by the iconic MCM Heritage Collection, the wo-men’s Maxim (MCM102S) is available in black, matte cognac/brown, shiny gold/orange, rose gold/brown and rose gold/rose. The women’s ophthalmic, MCM2620, has brow lines and temples adorned with the iconic visetos motif in three color combos of black/black visetos, black/Havana and black/cognac visetos.
“The MCM eyewear collection was launched based on the popularity of the brand and the desire from consumers to have more product categories,” Santin said. “It satisfies the need of global nomads who desire products that are far from ordinary.”
For the unique, globe-trotting customer who desires modern luxury and likes to take fashion risks, the MCM Eyewear collection fits this sophisticated bill.
Michele Silver is managing editor of VCPN.