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Very MCM - Inspiration, History & Background

25-03-2013
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How often do you get good news on a Monday? Not often? I thought as much. Well things are about to change as today, I am telling you everything about a line our most fervent fans have been familiar with since its launch in 1986... You guessed it, this week the "Very MCM" collection is under the spotlight! 

The collection is inspired by a new generation of travel hungry fashionistas, who like to combine practicality, elegance and sophistication while sailing the seven seas on their wondrous yachts. For SS13, we revived and reinterpreted the 1986 collection, giving it an even more luxurious feel. "Very MCM in Monaco" was born.

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As usual, I had a little rummage through our archives to find photographs from our 1986 "Very MCM" range. I wanted to show them to you side by side with our current campaign and products so you can truly understand the evolution of the concept.


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The original "Very MCM" collection was available either in canvas or nylon and was a young and sporty range, inspired by life by the seaside, Summer fun and active lifestyles. 

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The new line is more "grown-up" and sophisticated and while it keeps the nautical element, it finds its place both in the city and by the sea. It definitely puts the chic in "sports chic" and is perfectly on-trend for SS13.

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The nautical element and the link with sailing on amazing yachts is still there, as you can see from our campaign video (below) and the photographs above. "Very MCM" has become "Very MCM in Monaco", a collection that is both relaxed and plush, fit for the generations to come.

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Traduction - Decouvrez ce qui a inspire notre ligne "Very MCM", une collection que nous avons lance en 1986.


Love from Mademoiselle Robot

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Very MCM , Monaco , Inspiratio , Archives , Design
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