Debuting Spring 2022, the German luxury fashion house MCM announces the launch of its latest artist collaboration and a collector’s/limited edition, graffiti-adorned signature Eau de Parfum fragrance. Designed by emerging Seoul-based artist @SambyPen, the 50ML bottle and packaging design celebrates Berlin street art (and renowned graffiti scene), reinterpreted through the lens of Seoul’s irreverent youth, to create a bold take on luxury.
The theme of MCM x SAMBYPEN is “Media Creates Madness,” addressing the contemporary society in which we live. Elaborating on the partnership, Sam says, “As this is my first fragrance collaboration, it felt quite personal to me. The scent immediately brought back memories of the many different places I lived in and traveled to around the globe. I wanted to convey the sense of global connectivity and community that we have been missing during the last few years.”
For the limited-edition fragrance, SambyPen reimagines MCM’s core iconography through imaginative characters that represent the essence of the fragrance, created in an eye-catching graffiti street art treatment and interpreted through his signature aesthetic. For example, Haru the Wicked Bunny (inspired by the MCM Rabbit & German Easter Hare) has a bold attitude and playful aesthetic emblematic of the scent.
“The shared ethos between MCM and SambyPen resulted in a collaborative project where art, fashion and entertainment blend and the underground converge with luxury,” says Dirk Schönberger, Global Creative Officer, MCM of the artistic partnership.
MCM Eau de Parfum, originally launched in Spring 2021, captures the essence of the brand’s DNA of travel, and takes the wearer on a journey inspired by the ingredients. Vibrant raspberry and hand-picked jasmine are refined with clean woods and sheer Ambrox® Super, presenting a spirited floral woody aroma which remixes classic perfumery with novel blending technology.
“We’ve always believed there is an inherent connection between fashion and fragrance, fueled by the the emotional response to each, and love that these two worlds seamlessly intersect in our partnership with SambyPen. Scent can so profoundly recall or evoke a sense of place. Working with SambyPen, our shared intention was to transport the wearer, taking each person on an emotional journey of MCM’s bold heritage through the sensorial experience of using the fragrance,” says Baerbel Bureick, Chief Marketing Officer, Inter Parfums, Inc., the global licensee for MCM fragrance.
The scent connects the contradictions of luxury and street style, heritage and modernity, individuality, and tribe. Senior Perfumer Clément Gavarry of Firmenich, artisan of the fragrance, says the scent was “inspired by tribes of fearless free thinkers and sought to design a sustainable blend of classic and modern elements that fuse together to create an attitude of unbridled optimism and powerful connection.”