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Q&a / MCM’s makeover, according its president: the brand for people who ‘don’t wear Chanel or Hermès head to toe’ showed at Milan Fashion Week – and featured Cara Delevingne and Cindy Crawford in its campaigns
STORYVincenzo La Torre
- Known for its bestselling backpacks, MCM had undergone a massive makeover to appeal to younger audiences with Sabine Brunner at the helm, who previously worked at Tod’s and Roger Vivier
- The Korean-owned German label has a unique global outlook and a strong following in Asia – it’s also launching accessories made of a new plant-based and plastic-free material, Mirium
When Sabine Brunner was named president of accessories brand MCM in 2023, she had her work cut out for her. The Korean-owned brand, known for its bestselling backpacks, was in need of a major overhaul.
Brunner, who formerly held senior positions at luxury brands such as Tod’s and Roger Vivier, and was also the CEO of childrenswear label Bonpoint, didn’t waste time to build a new team and inject a much-needed dose of energy into the label.
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She hired a duo, Milan-based Tina Lutz and Seoul-based Katie Chung, and put them in charge of design. Then she started working with celebrated art director Fabien Baron to come up with buzzy campaigns shot by legendary photographers such as Juergen Teller and Craig McDean, starring A-list celebrities like Cindy Crawford and Cara Delevingne.
She’s also leading expansion into categories such as eyewear and fragrances, and launching accessories made of Mirium, a new plant-based and plastic-free material.
Style caught up with Brunner at MCM’s presentation in Milan during the autumn/winter 2024 fashion shows in the Italian city.
What was your perception of MCM before the company, and what was the first thing you did after you came on board?
Formerly the fashion editor of the South China Morning Post, Vincenzo La Torre is the chief editor of Style, the South China Morning Post’s luxury monthly publication. Born and raised in Italy, Vincenzo started his career in journalism after graduating from Columbia University in New York, where he studied East Asian Languages and Cultures with a focus on Japanese and Chinese art. He has previously worked for Vogue Japan in Tokyo, Harper's Bazaar in Singapore and Prestige in Hong Kong. Before joining the Post as fashion editor in 2017, Vincenzo was a member of the launch team of Vogue Arabia in Dubai. He covers topics such as jewellery, watches, luxury, beauty, celebrity, entertainment and lifestyle, and has interviewed some of the most influential designers and CEOs in the luxury industry. Vincenzo speaks Italian, French, Japanese and Mandarin, and is a regular at high-profile events such as fashion week in Milan and Paris.
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