![]() ![]() For more than a decade, MCM was barely mentioned in western fashion circles at all. ![]() Its founder was investigated for alleged tax evasion, fakes flooded the market and the brand's designs lost their appeal. In the noughties, however, the business floundered, becoming mired in financial problems. By the 1990s, MCM had more than 250 stores across the world and its advertising campaigns, shot by Herb Ritts, featured Cindy Crawford naked but for an MCM bag. ![]() With a hint of Louis Vuitton about its repetitive patterns, the bags were popular in the 1980s, when Diana Ross used its suitcases on tour, while trunks were carried by obsequious porters on Dynasty as a signifier of wealth and success. The company was founded in 1976 in Germany, named after its founder as Michael Cromer München. In fact, MCM does have a story – and a compelling one at that. This is a tricky proposition in luxury leather goods, a market built on heritage whether it's Louis Vuitton equipping the maharajas with travelling trunks in the 1920s or Grace Kelly using Hermès bags as a shield from paparazzi in the 1950s, history and narrative are everything. Beyond in-the-know fashion and streetwear circles, most UK consumers are unfamiliar with the brand. Youth-sweeping trends are nothing new, but MCM's ubiquity is surprising given that its prices veer so far beyond student-loan territory – think £380 for a small messenger bag, £530 for a roomier tote and, at the top of the line, £1,735 or even £3,135 for a limited edition snakeskin backpack. ![]()
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