Designed for the unconventional spirit, fluid, personality, and dynamic attitude of a savvy digital nomad consumer.
German luxury brand MCM is unveiling its Autumn/Winter 2024 Eyewear collection in partnership with global optical player Marcolin. MCM Eyewear — one of the newest additions to Marcolin’s carefully curated portfolio — blends heritage craftsmanship with innovation, drawing inspiration from iconic elements of the German fashion house’s prestigious history, including its unique hand-drawn logo of laurel leaves tied with a ribbon.
MCM, which stands for Modern Creation München, was established in 1976 during the Golden Age of Munich, an era known for jet set influencers, disco, and bright lights. Today, the global creative hub of this diverse, multicultural brand is based in Berlin where advanced technology and modern craftsmanship help to define its aesthetic.
The AW24 Eyewear collection carries that aesthetic into the optical arena. Designed for forward-thinking, ambitious individuals of all ages and genders, MCM’s Eyewear collection embodies versatility at its core. The brand has been promoting its boundary-breaking story of innovation throughout its collections this year with its journey into frontiers and the theme of from “Munich to Mars”.
The Zeitgeist of the collection: a frame that inherits the curves of the iconic laurel logo and the bold, young spirit of the brand, updating them with a refined design and undeniable charisma. The collection includes “glamorous, casual and versatile eyewear styles perfect for travel and city wear and designed for creative minds, nomads and mavericks”.
Iconic elements from MCM’’s unique heritage in the luggage sector underline the elegance and constructive rigour of the frames. Metal pins and angular inserts, next to the reinterpretation of distinctive logos of the brand, bring the sense of spirit and lightness to the collection. Simple shapes inspired by Bauhaus are given a fresh sophisticated, modern aesthetic. In the vein, MCM Eyewear further redefines the theme of travel and digital nomad living that the brand is known for.
MCM Eyewear is gender-neutral, with each frame amplifying a new sense of glamour and smart luxury that is closely in line with the brand’s luxury leather goods and apparel collections. The AW24 Eyewear collection – which features Matt Dillon in the campaign – includes both sun and optical frames. The AW24 collection is the first for MCM and Marcollin, following the successful pre-launch of its eyewear for Spring/Summer 2024. As of October 2024, all MCM eyewear collections will be available through Marcollin distribution.
