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 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-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

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 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

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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 announces new strategic direction and brand identity

MCM Launched an All-Female Executive Team

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