BY Staff writer Two

  • July 7, 2016
  • 22,121

In celebration of the 40th anniversary of German luxury brand MCM in 2016, internationally renowned German contemporary artist Tobias Rehberger collaborates with the luxury label in an exciting new limited edition collection. MCM X Tobias Rehberger reinterprets the brand’s history of bold, dynamic design and further builds on its deep commitment to contemporary art – a fitting tribute to four decades of MCM innovation.


Tobias Rehberger, 2009 winner of the Venice Biennale’s Golden Lion, is the most prominent German contemporary artist today. For this collaboration he found inspiration in memories of chic, fearless women who wore MCM bags in Munich’s heyday of the 1970s and ’80s. To match this audacious spirit, the artist envisioned a “MCM dazzle camouflage” graphic pattern – an eye-catching, black-and-white motif that serves as his own clever conceptual take on the iconic MCM logo.


“This collection is about the history of MCM, how MCM has created a strong brand ID by making patterns that only consisted of logo repetitions all over a bag. I played around with that idea and reinterpreted it with a redesigned MCM logo rendered in stripes. Instead of repeating the logo as a pattern, I decided to print only one big logo all over the bag,” says Tobias Rehberger.


Thus, the collection offers a variety of stylish contemporary shapes crafted from the artist’s conceptual prints. From backpacks and shoppers to mini-crossbodys and unisex pouches, the range provides stylish solutions for modern Global Nomads – in the grand tradition of MCM. Two brave new innovative shapes have been created specifically for the collaboration: the Kira Shopper, a chic carryall for urban explorers, and the Transforming Clutch, a foldable clutch bag in a contemporary design that transforms from 2D to 3D and makes for fearless party style. Each limited-edition style is available in an exclusive series of 250 pieces, each of which are numbered with unique serial number customized labels created solely for the collaboration.


The range will launch globally in March, 2016 as a limited edition Spring/Summer 2016 capsule collection, distributed exclusively at select MCM DOS and luxury multi-brand stores worldwide. MCM EmQuartier is one of the selected store. Please visit MCM EmQuartier boutique, The Helix, G floor or call 02-003-6016 for more information.



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