Dirk Schönberger's guest appearances

Dirk Schönberger

The Glossy Podcast

The Luxury Item with Scott Kerr

Rodeo Drive – The Podcast

OwlTail

Scott Kerr sits down with Dirk Schönberger, global creative officer at German luxury heritage brand MCM to discuss how he's been taking the brand to new heights since joining in 2018. Dirk talks about leaving his era-defining role as creative director at Adidas to join MCM, bringing on Gen Z heavyweights Billie Eilish and Iann Dior as the new faces of the brand, the importance of talking to and listening to young consumers, introducing two new logo designs after 45 years, and why growing its shoe buiness is the next logical step for MCM. Plus: Seeing a future where MCM creates a cultural movement in the metaverseFeaturing: Dirk Schönberger, Global Creative Officer at MCM Worldwide (mcmworldwide.com)Host:Scott Kerr, Founder &amp; President of Silvertone ConsultingAbout The Luxury Item podcast:The Luxury Item is a podcast on the business of luxury and the people and companies that are shaping the future of the luxury industry.Stay Connected: Twitter: @theluxuryitem, @scott_kerr, @silvertone_incEmail: scott@silvertoneconsulting.comNewsletter: brilliantcut.substack.comDon't forget to subscribe, rate, and review!

Scott Kerr sits down with Dirk Schönberger, global creative officer at German luxury heritage brand MCM to discuss how he's been taking the brand to new heights since joining in 2018. Dirk talks about leaving his era-defining role as creative director at Adidas to join MCM, bringing on Gen Z heavyweights Billie Eilish and Iann Dior as the new faces of the brand, the importance of talking to and listening to young consumers, introducing two new logo designs after 45 years, and why growing its shoe buiness is the next logical step for MCM. Plus: Seeing a future where MCM creates a cultural movement in the metaverse Featuring: Dirk Schönberger, Global Creative Officer at MCM Worldwide (<a href="http://mcmworldwide.com" rel="nofollow" target="_blank">mcmworldwide.com</a>) Host: Scott Kerr, Founder &amp; President of Silvertone Consulting About The Luxury Item podcast: The Luxury Item is a podcast on the business of luxury and the people and companies that are shaping the future of the luxury industry. Stay Connected: Twitter: @theluxuryitem, @scott_kerr, @silvertone_inc Email: scott@silvertoneconsulting.com Newsletter: <a href="http://brilliantcut.substack.com" rel="nofollow" target="_blank">brilliantcut.substack.com</a> Don't forget to subscribe, rate, and review!

S06 E04: Dirk Schönberger, Global Creative Officer at MCM Worldwide

The German luxury fashion house MCM got its start during the hedonistic 1970s in Munich, Germany. Now it enters a new era under the leadership of global creative officer Dirk Schönberger. He has revamped the logo, created partnerships with breakthrough artists and is taking the brand into a new realm, the metaverse.“We're creating virtual worlds instead of big sets for campaign shoots, and creating partnerships with online platforms where you can dress your avatar in our clothes. And this is only the beginning,” he tells host Pari Ehsan, on Episode 2 of Season 3 of Rodeo Drive: The Podcast. “What is really important is to use the metaverse as a space of co-creation,” he adds, saying that today brands need to bring their customers into the design process.Field Correspondent Jason E.C. Wright visits the MCM flagship store with Kathy Gohari, president of the Rodeo Drive Committee, and together they analyze the updated Stark backpack and München tote as well as the ubiquitous MCM logo, visible on all clothing and accessories, now in both the original Visetos logo and the new Cubic Monogram version created by Schönberger. It appears on fabrics in bold color or subtle shades.“You're able to turn the brightness meter up and down,” says Wright, who grew up with MCM as part of the hip hop generation. “This is not a revolution. It's an evolution,” says Gohari.Music is core to MCM’s identity and Ehsan talks with Schönberger about his collaborations with young artists, including Billie Eilish, Missy Elliott and now iann dior. The goal, says Schönberger, is authentic connection with the artists and an attitude and point of view that feels right. “I want disruption. I don't want a conservative point of view. I don't just want to buy a name and connect it to the brand.”Season Three of Rodeo Drive – The Podcast is presented by the Rodeo Drive Committee with the support of the City of Beverly Hills, The Hayman Family, Two Rodeo Drive, Beverly Wilshire, A Four Seasons Hotel, the Beverly Hills Conference &amp; Visitors Bureau, and MCM.Listen to Rodeo Drive – The Podcast and subscribe, rate and review wherever you get your podcasts.Watch moments from the series on YouTube.Check back in regularly for what’s next in the series.Season Three Credits:Executive Producer: Lyn WinterHost: Pari EhsanField Correspondent: Jason E.C. WrightScriptwriter and Editorial Advisor: Frances AndertonEditor and Videographer: Hans FjellestadTheme music by Brian BanksProduction Assistant: Grace Fuh Hosted on Acast. See acast.com/privacy for more information.

The German luxury fashion house MCM got its start during the hedonistic 1970s in Munich, Germany. Now it enters a new era under the leadership of global creative officer Dirk Schönberger. He has revamped the logo, created partnerships with breakthrough artists and is taking the brand into a new realm, the metaverse.“We're creating virtual worlds instead of big sets for campaign shoots, and creating partnerships with online platforms where you can dress your avatar in our clothes. And this is only the beginning,” he tells host Pari Ehsan, on Episode 2 of Season 3 of Rodeo Drive: The Podcast. “What is really important is to use the metaverse as a space of co-creation,” he adds, saying that today brands need to bring their customers into the design process.Field Correspondent Jason E.C. Wright visits the MCM flagship store with Kathy Gohari, president of the Rodeo Drive Committee, and together they analyze the updated Stark backpack and München tote as well as the ubiquitous MCM logo, visible on all clothing and accessories, now in both the original Visetos logo and the new Cubic Monogram version created by Schönberger. It appears on fabrics in bold color or subtle shades.“You're able to turn the brightness meter up and down,” says Wright, who grew up with MCM as part of the hip hop generation. “This is not a revolution. It's an evolution,” says Gohari.Music is core to MCM’s identity and Ehsan talks with Schönberger about his collaborations with young artists, including Billie Eilish, Missy Elliott and now iann dior. The goal, says Schönberger, is authentic connection with the artists and an attitude and point of view that feels right. “I want disruption. I don't want a conservative point of view. I don't just want to buy a name and connect it to the brand.”Season Three of Rodeo Drive – The Podcast is presented by the Rodeo Drive Committee with the support of the City of Beverly Hills, The Hayman Family, Two Rodeo Drive, Beverly Wilshire, A Four Seasons Hotel, the Beverly Hills Conference &amp; Visitors Bureau, and MCM.Listen to Rodeo Drive – The Podcast and subscribe, rate and review wherever you get your podcasts.Watch moments from the series on<a href="https://www.youtube.com/channel/UCyGvr2DteIXTBPCs2MFLdZw" rel="noopener noreferrer nofollow" target="_blank"> YouTube</a>.Check back in regularly for what’s next in the series.Season Three Credits:Executive Producer: Lyn WinterHost: Pari EhsanField Correspondent: Jason E.C. WrightScriptwriter and Editorial Advisor: Frances AndertonEditor and Videographer: Hans FjellestadTheme music by Brian BanksProduction Assistant: Grace Fuh Hosted on Acast. See <a href="https://acast.com/privacy" rel="noopener noreferrer nofollow" target="_blank">acast.com/privacy</a> for more information.

From Disco to the Metaverse: Dirk Schönberger Reimagines MCM

Out with the old and in with the ... old? In June 2021, MCM unveiled a novel, but old-school logo for the first time in its 45 year history. Although the new take on the iconic Visetos print signifies the brand’s evolution, the vintage-inspired Italian jacquard fabric is meant to convey MCM’s past in step with the ever-changing fashion industry. “Heritage creates so much emotion for [the] consumer,” said Dirk Schönberger, global creative director of MCM, on this week’s Glossy Podcast. Still, MCM knows adapting is a constant in fashion. Its computer-generated take on the logo and its choice of non-leather fabrics demonstrate the brand’s ongoing need for change.“If you look closer, you see the cubes that we have are consisting of the diamonds from our original logo,” he said, referring to MCM’s new Cubic Monogram, part of the second phase of the brand’s refresh that launched on October 4.In addition to the updated logos, Schönberger has facilitated MCM’s collaborations with Gen-Z heavyweights like Billie Eilish, for example, who starred in the brand’s fall/winter 2019 campaign. Below are additional highlights from the conversation, which have been lightly edited for clarity.Luxury fashion’s "ivory towers"“Luxury fashion has changed because of the influence of street and sportswear. That had a major influence. That's why I'm saying Adidas was also fashion, but it was a different kind of fashion. And you could say that luxury fashion’s ivory towers [are] crumbling because of the influence of street and sportswear. But if you see, then, how luxurious the sportswear has become, maybe the ivory tower just got a little bit higher. Because now even the democratic pieces are exclusive and expensive. I wouldn't say that the ivory tower is crumbling, [but] it created little, extra towers that are also growing … With the influence of street and sportswear, it brought luxury fashion into a completely different space. It was not this rich, mature consumer all of a sudden, but it was again, the youth culture that influenced fashion.”A pandemic reset  “How we reacted [in the last two years] was, we focused, we were super concentrated, it was not panic mode. It was, ‘Okay, let's have a good look at ourselves, what could we improve from [the] product, from [the] size of [the] collection?’ The whole sustainability topic became even more important than it was already before. There were a lot of serious conversations, but they were always directed to the future. It was not, ‘How are we going to save the company?’ But it was, ‘What do we need to do to be a better brand once this is over?’ And this is what we've done and I'm proud of all the teams that have been working as if nothing has happened from home. And we still managed to do business as usual. And at the end, we came out as a more sustainable company, a more focused company. It forced us to cut off things that were not as necessary as we thought they would be.

Out with the old and in with the ... old? In June 2021, MCM unveiled a novel, but old-school logo for the first time in its 45 year history. Although the new take on the iconic Visetos print signifies the brand’s evolution, the vintage-inspired Italian jacquard fabric is meant to convey MCM’s past in step with the ever-changing fashion industry. “Heritage creates so much emotion for [the] consumer,” said Dirk Schönberger, global creative director of MCM, on this week’s Glossy Podcast. Still, MCM knows adapting is a constant in fashion. Its computer-generated take on the logo and its choice of non-leather fabrics demonstrate the brand’s ongoing need for change.“If you look closer, you see the cubes that we have are consisting of the diamonds from our original logo,” he said, referring to MCM’s new Cubic Monogram, part of the second phase of the brand’s refresh that launched on October 4.In addition to the updated logos, Schönberger has facilitated MCM’s collaborations with Gen-Z heavyweights like Billie Eilish, for example, who starred in the brand’s fall/winter 2019 campaign. Below are additional highlights from the conversation, which have been lightly edited for clarity.Luxury fashion’s "ivory towers"“Luxury fashion has changed because of the influence of street and sportswear. That had a major influence. That's why I'm saying Adidas was also fashion, but it was a different kind of fashion. And you could say that luxury fashion’s ivory towers [are] crumbling because of the influence of street and sportswear. But if you see, then, how luxurious the sportswear has become, maybe the ivory tower just got a little bit higher. Because now even the democratic pieces are exclusive and expensive. I wouldn't say that the ivory tower is crumbling, [but] it created little, extra towers that are also growing … With the influence of street and sportswear, it brought luxury fashion into a completely different space. It was not this rich, mature consumer all of a sudden, but it was again, the youth culture that influenced fashion.”A pandemic reset  “How we reacted [in the last two years] was, we focused, we were super concentrated, it was not panic mode. It was, ‘Okay, let's have a good look at ourselves, what could we improve from [the] product, from [the] size of [the] collection?’ The whole sustainability topic became even more important than it was already before. There were a lot of serious conversations, but they were always directed to the future. It was not, ‘How are we going to save the company?’ But it was, ‘What do we need to do to be a better brand once this is over?’ And this is what we've done and I'm proud of all the teams that have been working as if nothing has happened from home. And we still managed to do business as usual. And at the end, we came out as a more sustainable company, a more focused company. It forced us to cut off things that were not as necessary as we thought they would be.