MCM announced the appointment of Dirk Schönberger as Global Creative Officer. Schönberger will serve as the key catalyst behind product design and brand experience, leading and implementing global creative strategies to ensure an integrated vision across all expansions. He will translate the brand’s vision, DNA, and spirit to further define its signature offering of New School Luxury, reflected in MCM’s credo: Health is the New Wealth. Time is the New Luxury. Creativity is the New Power. Schönberger will lead design and experience from MCM’s new Berlin Design Studio, among the global creative centres in which all MCM brand creative will be designed and developed. In Berlin, Schönberger will be tasked with installing a new creative team and steering MCM to visionary heights of creativity and product design, as well as reaffirming the brand’s authentic connection to German Zeitgeist and culture by capturing the contemporary spirit of Berlin. MCM views Schönberger, a German-born designer living and working in Berlin, as uniquely positioned to meet and exceed these goals.
Prior to joining MCM, Schönberger served for eight years as Creative Director of adidas, boldly interpreting the heritage of the athletics pioneer and presiding over many of this century’s biggest sneaker launches, including collaborations with Yohji Yamamoto, Raf Simons, Rick Owens, Pharrell Williams, and Kanye West. With a keen sense of pop culture and a deep understanding of successful co-creation, Schönberger will connect MCM to the zeitgeist and position the brand at the forefront of design. “We are deeply excited for Dirk Schönberger to lead MCM with innovation and inspiration,” said Mrs. Sung-Joo Kim, Chairperson of MCM Holdings. “As a fiercely imaginative German designer, he is the perfect person to present new takes on our heritage with elements of the modern cultural melting pot that is Berlin fusing it all with the hyper-modern elements of our brand to be the leader in New School Luxury.”
“MCM is a 21st-century icon of style, quality, craftsmanship, and modernity,” says Schönberger. “I am honored to address a new generation of consumers who are opinionated, outgoing, and courageous in their expression of style. MCM’s inherent optimism, positivity, and transparency are the driving force of this brand, and I believe that together we can build a global powerhouse of German luxury.” Dirk Schönberger’s signature will be visible at MCM in early 2019. His first collection will be presented later in the year with SS2020.