PARIS — MCM has taken a major step in its quest to become a billion-dollar brand with the appointment of Dirk Schönberger as its first global creative officer, effective immediately, WWD has learned.
The designer joins the German brand from Adidas, where he was creative director since 2010, bringing on board high-profile creative collaborators such as Rick Owens, Raf Simons and Kanye West, and reviving vintage classics such as the Stan Smith sneaker.
Schönberger is to “serve as the key catalyst behind product design and brand experience, leading and implementing global creative strategies to ensure an integrated vision across all expansions,” the brand said in a statement.
South Korea’s Sungjoo Group, the owner of MCM, has charged him with building a design studio in Berlin to complement its creative centers in Seoul and Milan, as it seeks to court Millennial and Gen-Z customers with revamped accessories and an expanded offering of apparel and shoes.
Schönberger plans to hire up to 25 people for the team, which will be in charge of product design as well as areas such as global marketing and art direction.
“It will be a very focused, clear message every season. It will be a very cohesive message as well across everything
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