lydia kitty burns wearing MCM S/S 2026
This year marks a milestone for MCM as the brand celebrates 50 years in motion. Rather than looking back, it is charting a path towards the future in a way that is equal parts authentic and effortless, as depicted by Lydia Kitty Burns who wears MCM for this Schön! 50 digital cover story.
Appointed Global Chief Brand Officer by Sung-Joo Kim — MCM’s owner and the visionary behind the brand’s worldwide renaissance, now spanning 43 countries — Dirk Schönberger has been entrusted with the anniversary vision: From Munich to Mars. The journey begins at Milan’s Salone del Mobile with Atelier Biagetti’s collaboration, ‘Disco on Mars’, a three-storey immersive experience.
At the heart of the installation is a discotheque grounded in Munich’s cultural legacy. In the 1970s, the city where MCM was founded stood among the world’s great disco capitals. It was there that Giorgio Moroder and Donna Summer recorded ‘I Feel Love’, a track Schönberger calls “very ahead of its time”. Raised amid punk, new wave and the early sounds of Kraftwerk, he reflects: “From noise to pop music… that’s somehow what MCM is about. It’s not about one thing.”
Schönberger speaks about MCM’s layered identity with refreshing candour: “Normally, you would say a German brand is super serious, architectural, very minimal and pristine, but we are not.” The brand exists at the intersection of German craftsmanship and South Korean cultural fluency, balancing precision with playfulness. He expresses a quiet admiration for South Korea’s growing global influence over the last two decades, reflecting on “how important, culturally, Korea has become, from music to technology”. That bold, exploratory spirit merges with the functional discipline that has long defined MCM’s German heritage.
Read the full cover story now only in Schön! 50.
full look. MCM
opposite
full look. MCM
full look. MCM
opposite
full look. MCM
full look. MCM
opposite
full look. MCM
full look. MCM
opposite
beanbag. MCM x Vetsak
full look. MCM
opposite
full look. MCM
full look. MCM
opposite
full look. MCM
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This Schön! 50 digital cover story is produced by
photography. Quentin Krüger
fashion. Xavio Leanza Trentanove
model. Lydia Kitty Burns @ Tigers MGMT
hair + make up. Bianca Beh using Gucci Beauty, Merit + Oribe
fashion assistant. Noah Sumpf
photography assistant. Samuel Geller
special thanks. The Team @ MCM
words. Mike Furey
