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A model carries an MCM trolley down the catwalk at the Fashion For Relief night during London Fashion Week |
INTERNATIONAL. Luxury leathergoods company MCM has unveiled details of two recent initiatives in the sphere of Corporate & Social Responsibility – a subject that is close to the heart of the brand’s owner, Korean businesswoman Sung-Joo Kim.
The company took part in a major charity event held last month during London Fashion Week, where MCM leathergoods were displayed on the catwalk in aid of the White Ribbon Alliance (www.whiteribbonalliance.org) which aims to deploy health workers to aid women and children in poverty around the world.
The Fashion For Relief show, organised by supermodel Naomi Campbell, saw celebrities such as Monica Cruz, Kimberly Stewart and Jade Parfitt strutting their stuff.
Other designers who donated clothes for the night included Chanel, Dior, D&G and Vivienne Westwood.
Responsible Luxury project
In a second initiative, MCM has teamed up with budding young designers for an environmental project to recycle some of the German brand’s vintage leathergoods into fresh and striking creations for a new generation.
Three winning designs were chosen by a panel made up of MCM’s Creative Director Michael Michalsky, Managing Director Martin Mason and Vogue Editor-at-Large Fiona Golfar. The students’ designs can be seen in a special display in London department store Harrods in Knightsbridge until 23 October 2008.
The winners benefited from training at MCM’s office in South Korea, and the high-profile project has also been featured on British television.
Speaking about the Responsible Luxury project, MCM Chairperson & CEO Sung-Joo Kim said: “The students were all given similar products to work with. In terms of what we were looking for, it was as much about the consideration put into the idea as the finished product. We were looking for a complete package.”
Short videos showing the students talking about their original innovations can be viewed on MCM’s newly relaunched website, www.mcmworldwide.com.
The new website’s My MCM section aims to interract with the brand’s customers in innovative ways.
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Responsible luxury: Students’ winning designs can be seen at London store Harrods until 23 October |
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