The first collection of MCM eyewear under the deal will be available starting from January 2024.
The Marcolin headquarters in Longarone, Veneto.COURTESY IMAGE
EXPANSION DEAL: Italian eyewear manufacturer Marcolin and German luxury fashion house MCM have signed an exclusive license agreement for the design, production and worldwide distribution of the brand’s eyewear until Dec. 31, 2028.
The first sunglasses and optical collections produced by Marcolin will hit selected stores starting in January.
This step fits in the brand’s new strategic direction of MCM Global AG’s president Sabine Brunner, as reported in June.
The main focus is to reposition MCM as a digitally driven luxury brand through a new image and products that revitalize its heritage codes — tracing back to 1976 — as well as expand into a full-fledged offering of accessories, ready-to-wear and lifestyle. The goal is to further serve and engage both the brand’s existing customer base and what Brunner described as the “Digital Nomads,” the Gen Z and Millennial consumers MCM has been increasingly attracting.
To this end, Tina Lutz and Katie Chung have been appointed to lead and develop the new global design and creative direction, enhancing the brand’s signature codes and making them resonate with today’s market demands.
Recently MCM chose supermodel Cindy Crawford to front its latest campaign. The model first posed for an MCM campaign in 1996, lensed by Herb Ritts.
Marcolin was founded in 1961 and is based in Longarone, Italy’s Veneto district. It distributes its products in more than 125 countries and its portfolio includes 20 licensed brands such as Tom Ford, Max Mara and Zegna.
https://wwd.com/fashion-news/fashion-scoops/marcolin-mcm-new-eyewear-partnership-1235800492/