With its first South-east Asian flag­ship at Paragon, the Ger­man leather­goods com­pany is fo­cused on one thing: woo­ing a younger, hip­per au­di­ence.

Herworld (Singapore) - - CONTENTS -

To woo a younger and hip­per au­di­ence.

Like many Eu­ro­pean brands, MCM is age­ing in re­verse. The 42-yearold Ger­man la­bel, once known in the af­flu­ent ’80s for its Cindy Craw­ford­fronted cam­paigns and glam­orous travel bags for the jet set, is now aim­ing for the same mar­ket as oth­ers – young Asians.

Since its takeover by South Korean en­tre­pre­neur Kim Sung Joo in 2005, MCM has mor­phed into streetwearmeets-high-end-lux­u­rymeets-kitsch.

Fre­quently seen on K-pop stars, MCM is now known more for its mono­grammed leather stuffed an­i­mals, robot­shaped cross-bod­ies, and heav­ily stud­ded bags in blind­ing neons.

This sea­son, the brand kicks the street in­flu­ence up an­other notch. Fronted by US-based rap­per and pro­ducer Rich the Kid and techno DJ and In­sta­gram star Sita Abel­lan, its col­lec­tion, in­spired by hip-hop, fea­tures bomber jackets and bags in the shapes of cas­settes and records.

Logo cot­ton T-shirt, $390. Das Ist MCM satin bomber jacket, $1,410. Satin straight pants, $560. Stadt vin­tage lamb­skin back­pack, $1,680.

Brass Plate cot­ton sweat­shirt, $560. Satin bomber jacket, $1,410. Vise­tos leather skirt, $1,370. Vise­tos leather vi­sor, $370.

Das Ist MCM satin bomber jacket, $1,140. Cu­bism suede crossbody, $1,550.

Leather Stark Logo Plate Leop­ard back­pack, $3,960.

Leather Soft Ber­lin Va­chetta belt bag, $1,160.

Leather Ber­lin Cas­sette cross-body, $2,080.

Leather Cas­sette zip­pered card wal­let, $450.

Coated can­vas zip­pered pouch in Gunta M Studs Vise­tos, $830.

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