On September 20th, in Milan’s iconic Piazza del Duomo, the MCM SS25 collection “Under The Sea” launched with a bang with the Dancing Duomo flashmob, a celebration of K-pop culture with performances by Gotoe, Sean, Harry-June, and SUI. Continuing AW24’s journey “From Munich to Mars”, this season seeks inspiration deep in the underwater world.
The collection is deliberately seasonless, a way for the brand to encourage consumers to reduce their consumption by investing in versatile classics to style creatively year-round in line with MCM’s SMART Luxury ethos: Seasonless, Made for movement, Ageless, Responsible and Transformative.
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