MCM's Tina Lutz and Katie Chung on rebranding and heritage: the
By A Mystery Man Writer
Description
MCM is undergoing an exciting revamp to cater to the ‘digital nomad’ – Style chats to Tina Lutz and Katie Chung from the creative team to learn about the inspirations behind the brand’s new look
First published in 1903, South China Morning Post is Hong Kong’s premier English language newspaper and has the city’s most affluent and influential readership. With a reputation for authoritative, influential and independent reporting on Hong Kong and China. The newspaper is supported with its online publication and its Sunday edition, Sunday Morning Post.
Korean-owned German brand MCM, known for its logo-printed backpacks that have become ubiquitous among Asian youth, is going through a complete rebranding.
First published in 1903, South China Morning Post is Hong Kong’s premier English language newspaper and has the city’s most affluent and influential readership. With a reputation for authoritative, influential and independent reporting on Hong Kong and China. The newspaper is supported with its online publication and its Sunday edition, Sunday Morning Post.
Korean-owned German brand MCM, known for its logo-printed backpacks that have become ubiquitous among Asian youth, is going through a complete rebranding.
![MCM's Tina Lutz and Katie Chung on rebranding and heritage: the](https://cdn.i-scmp.com/sites/default/files/d8/images/canvas/2023/06/09/195fff24-98a7-45d0-90fb-6b3bf8755c11_d17d7610.jpg)
MCM's Tina Lutz and Katie Chung on rebranding and heritage: the Korean-German fashion brand known for its logo-printed backpacks is undergoing a revamp aimed at young 'digital nomads' – interview
![MCM's Tina Lutz and Katie Chung on rebranding and heritage: the](https://www.designscene.net/wp-content/uploads/2023/06/%C2%A9-MCM-18.jpg)
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🌻 on X: Mew socializing with the executives of luxury fashion brand MCM. With Sabine Brunner, President of MCM Global AG; Tina Lutz, global creative lead at MCM; and Katie Chung, creative
![MCM's Tina Lutz and Katie Chung on rebranding and heritage: the](https://cdn.i-scmp.com/sites/default/files/d8/images/canvas/2023/06/09/cfda8ffa-75a7-48ac-8426-8df08da028c7_7f162a3e.jpg)
MCM's Tina Lutz and Katie Chung on rebranding and heritage: the Korean-German fashion brand known for its logo-printed backpacks is undergoing a revamp aimed at young 'digital nomads' – interview
![MCM's Tina Lutz and Katie Chung on rebranding and heritage: the](https://cdn.i-scmp.com/sites/default/files/d8/images/canvas/2024/03/07/e322fed6-f736-415b-840f-185868d4a8d3_41c2e6fd.jpg)
MCM's makeover, according its president: the brand for people who 'don't wear Chanel or Hermès head to toe' showed at Milan Fashion Week – and featured Cara Delevingne and Cindy Crawford in
![MCM's Tina Lutz and Katie Chung on rebranding and heritage: the](https://cdn.i-scmp.com/sites/default/files/d8/images/canvas/2024/03/07/6418cce7-6462-4c55-be29-c689bc0c57a8_1479718b.jpg)
MCM's makeover, according its president: the brand for people who 'don't wear Chanel or Hermès head to toe' showed at Milan Fashion Week – and featured Cara Delevingne and Cindy Crawford in
![MCM's Tina Lutz and Katie Chung on rebranding and heritage: the](https://cdn.i-scmp.com/sites/default/files/d8/images/canvas/2023/06/23/6104babd-ba56-4ef1-9c9f-a1af1ccd8edc_f6dda64a.jpg)
MCM's Tina Lutz and Katie Chung on rebranding and heritage: the Korean-German fashion brand known for its logo-printed backpacks is undergoing a revamp aimed at young 'digital nomads' – interview
![MCM's Tina Lutz and Katie Chung on rebranding and heritage: the](https://cdn.i-scmp.com/sites/default/files/styles/768x768/public/d8/images/canvas/2023/06/08/88e10954-97d8-4739-8c61-0545ccc43f8c_ea60011e.jpg?itok=0r1jehkf&v=1686209370)
MCM's Tina Lutz and Katie Chung on rebranding and heritage: the Korean-German fashion brand known for its logo-printed backpacks is undergoing a revamp aimed at young 'digital nomads' – interview
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