Vision Care Product News

APR 2016

Product information for optical people.

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BY MICHELE SILVER That logo. MCM's bold co- gnac visetos pattern com- municates a rich heritage. The beribboned laurel leaves pay tribute to King Ludwig I's passion for neoclassical de- sign as well as representing the Greek symbol for victory. "MCM speaks to the individual who looks for luxury products that are still functional and cool," said Valentina Nardini Santin, global brand director for MCM. "They are trendset- ters and fashion-forward con- sumers who love to travel and stand out." Established in Germany in 1976, MCM was re-launched in 2005 by a Korean company, the Sungjoo Group, as "Mod- ern Creation Munich." Sung- joo rebuilt the brand's image, mixing its heritage with ele- ments from Asian pop cul- ture to bring a new vision to luxury goods with a focus on ageless, genderless styling. MCM's iconic backpack, for example, is "the epitome of the new lifestyle of youthful luxury," according to Santin. The eyewear license was snagged in 2015 by Marchon, and for spring/summer 2016, a fve-piece collection that comprises 13 ophthalmics and eight suns comes to market. The key elements that con- sumers crave about the MCM product line have been inte- grated into the eyewear col- lection through new interpre- tations of the iconic features, signature logo pattern and TIME TRAVEL usage of studs, diamonds and vibrant colors. The Berlin (MCM603S), a women's cat eye in a so- phisticated metal outline punctuated by small metal diamonds on acetate. Munich (MCM606S), a round acetate, has temples decorated with a futuristic design made of small metal diamonds and studs that accentuate the logo. Colors comprise black, Havana, pink and burgundy. Inspired by the iconic MCM Heritage Collection, the wo- men's Maxim (MCM102S) is available in black, matte co- gnac/brown, shiny gold/or- ange, rose gold/brown and rose gold/rose. The wom- en's ophthalmic, MCM2620, has brow lines and temples The Iconic MCM Monogram Takes Shape On Eyewear 72 // APRIL 2016 adorned with the iconic vise- tos motif in three color com- bos of black/black visetos, black/Havana and black/co- gnac visetos. "The MCM eyewear collec- tion was launched based on the popularity of the brand and the desire from consum- ers to have more product categories," Santin said. "It satisfes the need of global nomads who desire products that are far from ordinary." For the unique, globe-trot- ting customer who desires modern luxury and likes to take fashion risks, the MCM Eyewear collection fts this sophisticated bill. Michele Silver is managing editor of VCPN. MCM 603S MCM 2622 MCM 102S MCM 2620

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