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MCQ AND THE DIGITAL REVOLUTION

 

Just six months the launch of the first collection, which MCQ calls icons, took place after the re-branding phase, MCQ kicks off a new creative era that sees the MyMCQ community and the theme as protagonist.

MyMCQ is the real beating heart of the brand, a platform designed to create connections between people and especially between their professions, this exchange of ideas or rather visions of different genres to each collection something unique and unrepeatable that goes beyond the concept of fashion so far known.

The seasons no longer mark the traditional calendar and each icon is designed within cycles an annual basis divided into 4 capsules called Icon. Each of these is created by a collective of young artists, with different nationalities and professions that change with each drop. The project focuses on freedom of creative expression and unlike other brands, the figure of the art director extends to the entire work group.




Digital innovation is the key to better understanding this project and it is inserted directly into the product. In fact, all the garments have a label, identifying the collection to which they belong and thanks to NFC technology it is possible to trace the origin and authenticity of the items. Also through the label it is possible to register on the MyMCQ platform and access digital content created specifically by the community of creatives. The goal of the portal is also to extend the life cycle of each garment, in fact users in possession of an MCQ garment can access the digital wardrobe and resell it to others.

Even the packaging in end-to-end form is designed to reduce packaging waste and the product is delivered to the final consumer in the same way whether it is an online purchase or at a physical store.

The Cycle 2 MCQ Icons can be purchased now on INSIGHT stores.