The German luxury fashion house MCM got its start during the hedonistic 1970s in Munich, Germany. Now it enters a new era under the leadership of global creative officer Dirk Schönberger. He has revamped the logo, created partnerships with breakthrough artists and is taking the brand into a new realm, the metaverse.

“We're creating virtual worlds instead of big sets for campaign shoots, and creating partnerships with online platforms where you can dress your avatar in our clothes. And this is only the beginning,” he tells host Pari Ehsan, on Episode 2 of Season 3 of Rodeo Drive: The Podcast. “What is really important is to use the metaverse as a space of co-creation,” he adds, saying that today brands need to bring their customers into the design process.

Field Correspondent Jason E.C. Wright visits the MCM flagship store with Kathy Gohari, president of the Rodeo Drive Committee, and together they analyze the updated Stark backpack and München tote as well as the ubiquitous MCM logo, visible on all clothing and accessories, now in both the original Visetos logo and the new Cubic Monogram version created by Schönberger. It appears on fabrics in bold color or subtle shades.

“You're able to turn the brightness meter up and down,” says Wright, who grew up with MCM as part of the hip hop generation. “This is not a revolution. It's an evolution,” says Gohari.

Music is core to MCM’s identity and Ehsan talks with Schönberger about his collaborations with young artists, including Billie Eilish, Missy Elliott and now iann dior. The goal, says Schönberger, is authentic connection with the artists and an attitude and point of view that feels right. “I want disruption. I don't want a conservative point of view. I don't just want to buy a name and connect it to the brand.”

Season Three of Rodeo Drive – The Podcast is presented by the Rodeo Drive Committee with the support of the City of Beverly Hills, The Hayman Family, Two Rodeo Drive, Beverly Wilshire, A Four Seasons Hotel, the Beverly Hills Conference & Visitors Bureau, and MCM.

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Season Three Credits:

Executive Producer: Lyn Winter

Host: Pari Ehsan

Field Correspondent: Jason E.C. Wright

Scriptwriter and Editorial Advisor: Frances Anderton

Editor and Videographer: Hans Fjellestad

Theme music by Brian Banks

Production Assistant: Grace Fuh

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