MCM names Dirk Schönberger as new global creative director

By

Godfrey Deeny

Published
Oct 10, 2018

German luxury marque MCM has appointed Dirk Schönberger to be its new global creative director in a surprise move.

Schönberger takes up his new position immediately. His first collection will be presented later in the year with Spring/Summer 2020.  He joins MCM from Adidas, where he was creative director since 2010.
 
“MCM is a 21st-century icon of style, quality, craftsmanship, and modernity. I am honored to address a new generation of consumers who are opinionated, outgoing, and courageous in their expression of style… and I believe that together we can build a global powerhouse of German luxury,” said Schönberger.  

Widely regarded as one of Germany’s most original designers, Schönberger first leapt to fame in the '90s with a series of signature  men’s collections, noted for their edgy tailoring. Subsequently he designed the Joop! label.
 
During his tenure at Adidas, the German sportswear giant collaborated with Raf Simons, Rick Owens, Pharrell Williams and Kanye West; and enriched its paradigm-busting partnership with Yohji Yamamoto known as Y-3.
 
In this newly created role at MCM, Schönberger will oversee product design and brand experience, “implementing global creative strategies to ensure an integrated vision across all expansions,” the house said in a release.
 
MCM is based in Munich, but controlled by the South Korean Sungjoo Group. It defines itself as New School Luxury, underlined by the MCM credo: Health is the New Wealth. Time is the New Luxury. Creativity is the New Power.
 
 “Dirk is the perfect person to present new takes on our heritage with elements of the modern cultural melting pot that is Berlin - fusing it all with the hyper-modern elements of our brand,” said Sung-Joo Kim, chairperson of MCM Holdings.