MCM

LUXURY WITH A WINK

Following the success of the MCM BACKPACK, a fragrance that became an instant icon, the brand came to us with a pivotal challenge: what comes next. They needed an idea bold enough to stand alongside the Backpack, yet distinct enough to expand the universe without repeating it. The solution had to be equally charming, inherently gender-neutral, and unmistakably rooted in MCM’s DNA.

We stepped back and examined the deeper codes of the brand. What makes MCM ownable isn’t just hardware or logo, it’s personality. The unexpected. It’s the beloved animal characters that appear playfully throughout the brand’s world, surfacing in surprising places and creating moments of discovery. That insight became the foundation.

The design process focused on creating sculptural, collectible forms that feel elevated yet approachable, luxury with a wink. Each bottle carries MCM’s signature graphic confidence and luxury hardware cues, while introducing a whimsical narrative. The result is a collection designed to stand confidently beside it the iconic backpack. A new chapter that expands the MCM fragrance universe while reinforcing the brand’s playful, modern luxury ethos.