designing the future of movement | dirk schönberger on MCM’s next era

As MCM marks its 50th anniversary, the house finds itself at a pivotal intersection of heritage and forward momentum. Born in Munich in 1976 amid cultural upheaval, nightlife, and radical self-expression, MCM has long existed outside traditional definitions of luxury, shaped instead by movement, music, and a spirit of independence. Today, as the brand introduces its vision of “SMART Luxury,” it once again positions itself at the forefront of a shifting global landscape where identity is fluid, mobility is constant, and culture evolves in real time. At the center of this transformation is Global Chief Brand Officer Dirk Schönberger, whose creative perspective bridges heritage and innovation. With a career spanning some of fashion’s most influential houses, Schönberger brings a deep understanding of how design, culture, and community intersect. Under his direction, MCM is not looking back. Instead, it is reinterpreting its past as a foundation for a new era, one defined by adaptability, functionality, and cultural relevance. In conversation with Schön!, Schönberger reflects on the brand’s rebellious roots, the evolution of luxury, and how MCM continues to engage with the cultural forces shaping a new generation. You’ve worked across several influential fashion houses. What made joining MCM particularly exciting at... Read more » The post designing the future of movement | dirk schönberger on MCM’s next era appeared first on Schön! Magazine.