Fragrance house

MCM

MCM was founded in Munich, Germany, in 1976. The name has been presented as Modern Creation München, while references also connect the original name to founder Michael Cromer. Its early identity drew on Munich’s 1970s jet-set and disco culture, combining travel pieces, German craftsmanship, and a laurel-and-monogram visual language. During the 1980s and 1990s, music and streetwear associations shaped its cultural profile: Diana Ross used MCM suitcases on tour, and Dapper Dan helped establish the logo-canvas aesthetic within New York hip-hop culture. MCM entered a period of decline in the 1990s and early 2000s amid financial problems and weakened appeal of its designs. In 2005, South Korea’s Sungjoo Group acquired the brand’s German headquarters and business. MCM then relaunched under Michael Michalsky’s creative direction with sporty, dynamic, youthful designs that retained its recurring logo identity. In October 2018, Dirk Schönberger became its first Global Creative Officer, overseeing product design and global creative strategy while connecting its heritage with modern, multicultural Berlin. MCM launched its Eau de Parfum in 2021 as a signature fragrance tied to its travel heritage, followed by a six-fragrance collection in 2024 reflecting the brand’s animal characters.