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  "path": "/schon-50-mcm/",
  "publishedAt": "2026-05-09T11:30:37.000Z",
  "site": "https://schonmagazine.com",
  "tags": [
    "fashion",
    "Read more »",
    "Schön! 50 | MCM",
    "Schön! Magazine"
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  "textContent": "This year marks a milestone for MCM as the brand celebrates 50 years in motion. Rather than looking back, it is charting a path towards the future in a way that is equal parts authentic and effortless, as depicted by Lydia Kitty Burns who wears MCM for this Schön! 50 digital cover story. Appointed Global Chief Brand Officer by Sung-Joo Kim — MCM’s owner and the visionary behind the brand’s worldwide renaissance, now spanning 43 countries — Dirk Schönberger has been entrusted with the anniversary vision: From Munich to Mars. The journey begins at Milan’s Salone del Mobile with Atelier Biagetti’s collaboration, ‘Disco on Mars’, a three-storey immersive experience. At the heart of the installation is a discotheque grounded in Munich’s cultural legacy. In the 1970s, the city where MCM was founded stood among the world’s great disco capitals. It was there that Giorgio Moroder and Donna Summer recorded ‘I Feel Love’, a track Schönberger calls “very ahead of its time”. Raised amid punk, new wave and the early sounds of Kraftwerk, he reflects: “From noise to pop music… that’s somehow what MCM is about. It’s not about one thing.” Schönberger speaks about MCM’s layered identity with refreshing candour: “Normally,... Read more »\n\nThe post Schön! 50 | MCM appeared first on Schön! Magazine.",
  "title": "Schön! 50 | MCM"
}