For Spring/Summer 2024 German luxury fashion house MCM shakes up its iconic Visetos – printed material with a fresh monogram, aptly named “Lauretos ”. Inspired by the House’s Laurel motif, the groundwork for a modernized logo, the design-driven branding move is clear, soft, and modern. 

The brands’ new SS24 collection mines the MCM design codes that have shaped its renowned visual signature since 1976. Starting with an updated logo, each design pillar has been refined through an interplay of size & scale, introducing a new visual identity both rooted in heritage and a vision for the future. The new logo places emphasis on the brand’s Laurel, which signifies victory and enduring quality without compromise. 

The Lauretos, a cornerstone of the SS24 collection, deconstructs the brand’s classic Visetos pattern to its Laurel icon, which is reconstructed into a new monogram presented in graphic applications throughout the SS24 collection. Clean and powerful, the new look introduces a contemporary composition that breathes new life into the iconic brand code in a fresh and stylish manner.

Available in coated canvas and jacquard, the Lauretos line contains classic silhouettes such as the Weekender, Liz Shopper, Munich Tote Bag, and Boston Bag styles while introducing the new Triangle bag as well as the complete range of accessories. The collection delivers on MCM’s commitment to freedom of movement with all styles designed for dynamic wear – shoulder, crossbody, and wrist straps let you wear your bag your way.

The Lauretos design connects the lateral end of each side of the MCM Laurel with the ribbon insignia surrounding it, formulating a patterned curvilinear effect and a softer, streamlined aesthetic.

The Lauretos line will be available in-store and online.