MCM

The origins of the **MCM** brand – originally **Modern Creation Munich** – lie in the vibrant jet-set life of the Bavarian capital, where it was founded **in 1976** by entrepreneur and occasional actor **Michael Cromer**. Cromer envisioned MCM as the German answer to the established French luxury houses and created the iconic **Visetos monogram** in cognac brown, which instantly became a status symbol. Initially, the brand focused on high-quality luggage and leather goods, which quickly gained popularity among Munich's elite and the international jet set. From the outset, the style was **extravagant, rebellious, and glamorous**, characterized by the all-over logo and the gold-colored plaque. After turbulent times in the 1990s, the company experienced a remarkable renaissance starting in **2005** with the acquisition by Korean businesswoman **Sung-Joo Kim**. She shifted the brand's strategic focus to Asia, where MCM has recently achieved cult status, and redesigned it for a **younger, global, and urban audience**. Today, MCM is synonymous with the **“new luxury“** that has established functional backpacks and bags in the streetwear and hip-hop scenes. The brand embodies a fusion of European craftsmanship and Asian youth culture, which it keeps highly relevant in the fashion world through constant innovation and striking collaborations.