MCM: FROM ’80S JET-SET TO ’18 STREET CRED

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

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.