MCM's Tina Lutz and Katie Chung on rebranding and heritage: the Korean-German fashion brand known for its logo-printed backpacks is undergoing a revamp aimed at young 'digital nomads' – interview

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MCM is undergoing an exciting revamp to cater to the ‘digital nomad’ – Style chats to Tina Lutz and Katie Chung from the creative team to learn about the inspirations behind the brand’s new look
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Korean-owned German brand MCM, known for its logo-printed backpacks that have become ubiquitous among Asian youth, is going through a complete rebranding.

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

MCM's Tina Lutz and Katie Chung on rebranding and heritage: the Korean-German fashion brand known for its logo-printed backpacks is undergoing a revamp aimed at young 'digital nomads' – interview

MCM's Tina Lutz and Katie Chung on rebranding and heritage: the Korean-German fashion brand known for its logo-printed backpacks is undergoing a revamp aimed at young 'digital nomads' – interview

MCM Marks New Strategic Direction With Tina Lutz, Katie Chung

MCM Marks New Strategic Direction With Tina Lutz, Katie Chung

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

MCM's Tina Lutz and Katie Chung on rebranding and heritage: the Korean-German fashion brand known for its logo-printed backpacks is undergoing a revamp aimed at young 'digital nomads' – interview

MCM-Designerinnen Tina Lutz Morris und Katie Chung: So gelingt es, Ikonen neu zu erfinden

MCM's Tina Lutz and Katie Chung on rebranding and heritage: the Korean-German fashion brand known for its logo-printed backpacks is undergoing a revamp aimed at young 'digital nomads' – interview

🌻 on X: Mew socializing with the executives of luxury fashion brand MCM. With Sabine Brunner, President of MCM Global AG; Tina Lutz, global creative lead at MCM; and Katie Chung, creative

MCM's Tina Lutz and Katie Chung on rebranding and heritage: the Korean-German fashion brand known for its logo-printed backpacks is undergoing a revamp aimed at young 'digital nomads' – interview

🌻 on X: Mew socializing with the executives of luxury fashion brand MCM. With Sabine Brunner, President of MCM Global AG; Tina Lutz, global creative lead at MCM; and Katie Chung, creative

MCM Is Ushering in a New Era With a Fresh Team and Ethos

MCM-Designerinnen Tina Lutz Morris und Katie Chung: So gelingt es, Ikonen neu zu erfinden