Like many European brands, MCM is ageing in reverse. The 42-year-old German label, once known in the affluent '80s for its Cindy Crawford-fronted campaigns and glamorous travel bags for the jet-set, is now aiming for the same market as others - young Asians.
Since its takeover by South Korean entrepreneur Kim Sung Joo in 2005, MCM has morphed into streetwear-meets-high-end-luxury-meets-kitsch.
This season, the brand kicks the street influence up another notch. Fronted by US-based rapper and producer Rich the Kid and techno DJ and Instagram star Sita Abellan, its collection, inspired by hip-hop, features bomber jackets and bags in the shapes of cassettes and records.
Browse our favourites from F/W 2018 below:
This story was first published in the October 2018 issue of Her World.