Fragrance house

MCM - Mode Creation Munich

Founded in Munich in 1976 by Michael Cromer, MCM began with an identity shaped by travel, German heritage, mobility, and the jet-set culture of 1970s Munich. Originally called Michael Cromer München, the brand now stands for Modern Creation München. Its Visetos motif, introduced alongside the brand, combines the MCM logo with Bavarian flag-inspired diamond shapes on a cognac-colored ground. MCM became widely established during the 1980s and had more than 250 stores worldwide by the 1990s, before experiencing financial and reputational difficulties in the 2000s. In April 2005, Sungjoo Group acquired MCM and relaunched it under its current name, with Michael Michalsky developing sporty, dynamic, youthful designs. Unisex backpacks and large laptop-capable bags became signature items of this renewed direction. Dirk Schönberger became Global Creative Officer in 2018, linking MCM’s Munich nightlife heritage with a younger, more urban interpretation. In June 2023, Tina Lutz and Katie Chung introduced the Spring-Summer 2024 collection Made for Movement. MCM Eau de Parfum, the brand’s first fragrance, extends its travel identity through a bottle inspired by the classic backpack and Visetos.