MCM wins Fragrance Packaging of the Year
Luxury backpack brand MCM was awarded one of the most prestigious awards at the 2022 Fragrance Foundation Awards. On June 9th, a panel of industry experts and journalists presented the Germany luxury label with its “Packaging of the Year” Award in the Prestige/Popular category. The judges were blown away with the complexity and detail of the fragrance flacon that mimics the bestselling backpack.
Bottle design is one of the most complex and difficult arts in the world of perfumery. Not only does the flacon need to stand out on a counter or screen, but it has to be durable and easy to ship around the world. Quite often, it takes twice as long to create a bottle as it does to compose the scent that goes in it.
This modern fruity-green floral scent for her or him blends notes of raspberry, apricot, white peony and jasmine absolute with hints of vanilla, sandalwood and violet leaf. It achieves a perfect balance between floral, fresh fruit and smooth woody notes. Contemporary and stylish.
Ingredients: raspberry, apricot, white peony, jasmine absolute, violet leaf, white moss, vanilla, ambrox and sandalwood.
What makes MCM interesting is its ability to bridge the worlds of street fashion and luxury design. A compact backpack will set you back about $900, while a roomier version can exceed $1,400 depending on the finish and detailing. If you study the silhouettes and detailing carefully you can almost see an Apple-like quality – clean lines, perfect proportions and above all, functional. These are items crafted to perform and look good.
If you watched Dynasty in the 1980s, you may be spotted Blake and Krystal carrying MCM luggage when travelling. Diana Ross used it exclusively when touring the globe. The company was actually founded in 1976 in Germany by a man named Michael Cromer Munchen who had the vision to create a new heritage accessories brand for the next generation. He convinced Herb Ritts to photograph supermodel Cindy Crawford naked except for her MCM bag. The brand stalled over the next decade everywhere except in South Korea where it had signed a licensing deal with Sungjoo Group. That firm would acquire MCM in 2005 and undertake a radical reinvention.
The key to MCM’s success is in part to Michael Michalsky, Adidas former global creative director, who brought a youthful eye and design aesthetic that captured the zeitgeist of teen culture. His sporty, dynamic designs quickly exceeded $500 million in sales. China, Korea and Japan became MCM’s most popular markets.
“MCM is more colourful, more expressive than a brand that has 150 years of history on its back. It is much more youthful, as well,” explains Schoemberger.