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Sandra Halliday Published
June 16, 2025
Luxury accessories brand MCM has announced a “new strategic direction, unveiling a new brand identity featuring an enhanced design language, consumer experience, and lifestyle presentation for the 21st century Digital Nomad”.
Its new style will be presented for the first time on Sunday during the current Milan Men’s Fashion Week.
The firm said the update “highlights a new era of creativity, vision and innovation, featuring an ultramodern strategy focused on repositioning MCM as a digital-driven, smart and sustainable luxury brand through revitalising the heritage codes and transforming the portfolio into a new, full lifestyle assortment of ready-to-wear and accessories”.
The new direction for the Germany-based business has also come with management changes, Sabine Brunner having been recently appointed as President of MCM Global AG.
She has a strong track record after previously being Brand Manager of Roger Vivier and CEO at Bonpoint and the Tod's Group Hong Kong subsidiary.
She’s a member of the Executive MCM Committee and is responsible for a broad range of the company’s activity, including creative, category development and planning, marketing, licensing, brand, commercial and more.
She reports to Chairperson and Chief Visionary Officer (CVO) Sungjoo Kim.
Meanwhile, there’s a new trio of leaders reporting in to Brunner covering creative as well as digital and merchandising.
Interestingly, Tina Lutz and Katie Chung have been appointed to co-lead and develop the global design and creative direction of MCM, debuting their first joint collection for SS24. The design duo “will bring new life to the brand’s signature DNA, and translate conceptual design into a culture and lifestyle" for the aforementioned Digital Nomad, we’re told.
Lutz leads the design and creative direction from the global design studio, based in Milan as her role as Global Creative Lead. She was previously Creative Director of Lutz Morris/Lutz & Patmos New York, and also worked at Issey Miyake and Calvin Klein.
Chung is based in Seoul, South Korea, as the Creative Director and “will lead the development of all categories, co-working with Tina”. Her track record includes being Creative Director at designer label Wooyoungmi and Solid Homme.
The company has also named Marie-Laure Lequain as Chief Digital and Merchandising Officer (CDMO), "responsible for accelerating commercial growth by capitalising on market opportunities and maximising profitability through astute and strategic merchandising planning”.