“You’ve either seen it, own it, or know someone that does.” The tagline MCM uses to introduce their iconic Cognac Visetos print buzzes with a confidence that comes from decades spent defining the zeitgeist. You’re equally as likely to spot the iconic black-and-amber colourway in a K-pop music video as you are on the arm of an elite athlete—in fact, the print feels so ubiquitous, so of the now, that it’s hard to believe that it celebrates its 50th anniversary this year. It’s a notable milestone, and it’s one that the Cognac Visetos shares with its creator: in 2026, MCM looks back on a remarkable 50 years of design excellence.
No one would blame the German luxury house for getting a little sentimental this year, but even as they honour a storied history, MCM find themselves uninterested in nostalgia. The house approaches its 50th anniversary with typical Bauhaus practicality, and an eye trained firmly towards the future. In 2026, they introduce Icons Reinvented, a global, year-long platform reworking some of their most iconic silhouettes: the Stark Backpack, the Liz Shopper, the Ottomar Weekender, and more. They’re still the luxe MCM classics you know and love, just a little more streamlined—lighter, sleeker, more modular.
“Progression is our focus,” explains Dirk Schönberger, the house’s global brand officer. “By listening closely to our community and designing with intention, MCM will continue to shape a definition of luxury grounded in utility, adaptability, and creative freedom.” This year’s definition of luxury comes with a snappy acronym—SMART luxury, as MCM calls it, describes an approach to luxury that is seasonless, mobile, ageless, responsible, and transformative. “It is where adaptability, functionality, and cultural relevance are essential,” the brand says.
Redefining luxury is no small feat, but it’s a principle MCM is familiar with. Born in the underground creative scene of 1970s Munich, the house has long occupied a position on the outskirts of traditional luxury. In terms of leather craftsmanship, they can outrun the big dogs—but even when they do, it’s with a little more panache and flair, and an unapologetic sense of rebellion.
Rebel is a title MCM wears with honour: as the self-described enfant terrible of the luxury scene, even their heritage brims with a sense of modernity. It reads like a snapshot of the defining cultural symbols of each decade: from offbeat beginnings in Munich’s creative underground, then to the grit and glamour of New York’s hip hop scene in the 80s & 90s, and now, at the forefront of the recent explosion of Korean pop culture across the globe.
There’s plenty to celebrate in the brand’s 50-year tenure, but how does one honour the past without looking back? For MCM, the answer lies where it always has: with the people. The anniversary celebration straddles artistic and geographical boundaries, encompassing culture and design across the United States, Europe, and Asia. It will culminate where the brand’s journey began: in Munich, during the iconic Oktoberfest. MCM’s community of Mavericks is slated to play key roles, as is early team member and Heritage brand ambassador Herbert Lieb. The brand will release an exclusive conversation with Lieb, diving into their formative years and early history. “We have always translated cultural momentum into meaningful design,” says Sungjoo Kim, the brand’s Chief Visionary Officer. “That responsibility becomes even more important for the next generation.”
As MCM turns 50, it’s with an insouciance and verve that we can all only hope to carry into our midlife. There’s no doubt that wherever the defining cultural movement of the moment occurs next, MCM will already be there—outfitting its leaders in sleek, cognac-coloured creations with that unmistakable logo winking at you from every corner.
This story first appeared on GRAZIA Singapore.
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