Embracing the idea of the collective, as opposed to a single designer voice, MCQ launches an interactive and digital platform dedicated to the notions of exchange and creative communities.
With the spread of COVID-19, fashion brands have had to rethink their strategies and analyze the needs of their consumers carefully. When faced with tough circumstances and a darker landscape, embracing collaboration as a key creative force seems like the intelligent -and relevant- thing to do.
Leave it to MCQ to come up with a visionary and forward-thinking platform, which allows participants to create their own content while fostering a strong sense of community. The revamped MCQ can be envisaged as a brand, but also a unique space, reconciling digital and physical spheres through the launch of various capsules, which are generated by new collaborators each time.
Staying true to the visionary and rebellious spirit of its founder, MCQ has no creative head and collaborators are given complete carte blanche for every new project. The value systems, aesthetics and sensibilities shared by them give life to stylish, contemporary and alluring clothes, reinterpreting the idea of the urban uniform.
Launching globally in stores on the 3rd of September, MCQ partnered with established and directional retailers, such as Selfridges, United Arrows & Sons, End Clothing, Antonioli, Vitkac, Degli Effetti, Luisa Via Roma, SSENSE and TSUM to name only a few.
Pairing the powerful idea of the collective with technology -and a desire for a more responsible future- MCQ is definitely the first of its kind, underlining the power of change and cultural transience as opposed to static ownership.
