MCM and “smart luxury” according to Katie Chung
Under the artistic direction of Katie Chung, MCM has established itself as a visionary fashion house, combining innovation and heritage. Renowned for her unique approach to luxury, Katie Chung reveals in recent interviews her vision of intelligent luxury, where quality and style meet at a reasonable price.
At the crossroads of German and Korean influences, Munich-based MCM is now flourishing under the creative direction of Katie Chung, who brings a multicultural sensibility to her designs. This dynamic reflects the expectations of a new generation, keen to strike a balance between practicality, design and environmental awareness.
Reasonable Luxury, a Revolution at MCM
According to Katie Chung, the future of luxury lies in the idea of smart luxury: “We offer luxury at a reasonable price, while being bold and innovative.” This strategy is aimed at a young, connected and demanding clientele, looking for products that combine elegant design and functionality. By adopting this approach, MCM sets itself apart from traditional luxury brands, often perceived as inaccessible.
One of the flagship projects illustrating this vision is the “From Munich to Mars” concept. This project, unveiled by Katie Chung, symbolizes the company’s journey through time, blending its German heritage with a projection into the future, embodied by Mars, a symbol of innovation and conquest. This idea of travel is reflected not only in the design of the products, but also in the brand’s values: lightness, movement and practicality.
Katie Chung’s version of Balancing Tradition and Modernity
For Katie Chung, one of the major challenges is to preserve the MCM heritage while innovating. Her approach, influenced by her international journey between Europe and Asia, enables her to create a bridge between these two worlds, respecting German craft traditions while infusing her creations with a modern, cosmopolitan spirit.
Under his leadership, MCM is reinventing its DNA, with products that remain true to the brand’s essence, while incorporating new textile technologies and sustainable materials. MCM’s famous Visetos pattern has been revisited to adapt to new environmental standards, an initiative that is part of the house’s RUN project, aimed at promoting a circular economy and environmentally friendly practices.
Cultural Influence and Inspiring Collaborations
One of MCM’s strengths also lies in its ability to adapt to current cultural trends. By drawing on urban music and subcultures for its campaigns, the company manages to appeal to a young and diverse audience. MCM has multiplied its collaborations with artists and creators from different horizons, enabling it to remain at the cutting edge of trends while enriching its creative identity.
Katie Chung explains that these collaborations are crucial to expanding MCM’s creative horizon, while retaining the brand’s core DNA. These partnerships enable the house to offer exclusive pieces that reflect not only MCM’s values, but also those of its collaborators, creating a unique synergy.
Towards Sustainable and Responsible Luxury
Aware of today’s environmental challenges, MCM places sustainability at the heart of its creative process. With its RUN initiative, the company relies on biodegradable materials, eco-responsible packaging and a strong commitment to waste reduction. This orientation meets the expectations of modern consumers, who are increasingly concerned about the ecological impact of their purchases.
Katie Chung, Innovation through Time
As MCM prepares to celebrate its 50th anniversary, Katie Chung is clearly expressing her determination to propel the company into a new era. With visionary projects like From Munich to Mars, artistic collaborations and a focus on sustainability, MCM is redefining modern luxury for decades to come. Thanks to this subtle fusion of past and future, MCM continues to embody bold, functional and accessible fashion, while remaining true to its timeless heritage.
