MCM – LOVE TO THE MOON AND BACK

Vietnam, 08 January 2024

For Spring-Summer 2024, German luxury fashion house MCM celebrates the season of love with an exclusive capsule and campaign introducing the brand’s newly launched Lauretos monogram in ruby red. Under the theme “LOVE TO THE MOON AND BACK”, the campaign conceptualizes the brand’s heritage in travel and exploration through playful hot air balloons and lighthearted motifs that send love from MCM.

Inspired by the collection’s lightweight construction, the campaign takes viewers on a journey to new heights, nodding to the feeling of floating on air. The capsule introduces the Lauretos pattern in a vibrant pink and deep red colourway, blending vivid colors and textured materials in a range of ready-to-wear pieces and accessories. From exquisite stitching to delicate hardware applications, the capsule is an ode to the brand’s heritage in craftsmanship design. 

The selection includes a dedicated assortment of tote bags, the iconic Boston bag, waist bags, crossbody bags, backpacks, pouches, wallets, charms, footwear and accessories in the Red Lauretos with leather trim detailing. The ready-to-wear range is designed with playful heart-shaped graphics – each piece in the assortment is carefully selected and thoughtfully designed, making it a perfect gift for the season.

From cloud-nine aesthetics to the lighthearted feelings that love inspires, the campaign and capsule captures the essence of the gifting season. The MCM Valentine’s Day collection is available from January 8th in stores and online worldwide.

ABOUT MCM (MODERN CREATION MÜNCHEN)

Founded in Germany in 1976 as an alternative to traditional luxury, MCM was the “enfant terrible” that created the ultimate accessories and lifestyle goods for the innovative and unapologetically luxurious lifestyle of the 1970s Munich scene. Today MCM continues to harness its heritage of sophisticated rebellion to pioneer new expressions of luxury for a new generation of independently minded consumers. MCM is currently distributed in 584 stores in 43 countries including Munich, Berlin, Zurich, London, Paris, New York, LA, Hong Kong, Shanghai, Beijing, Seoul, Tokyo, Middle East, and other major luxury destination cities around the world.