SS25 TRAINING
ABOUT MARCOLIN
Marcolin is a leading global group in the eyewear industry founded in 1961 in the heart of the Veneto district, Italy.
For more than 60 years, Marcolin has been designing, producing and distributing eyewear products from some of the most important and leading brands in their sectors.
The company stands out for its unique ability to combine artisan production skills with cutting-edge technologies in the constant pursuit of excellence and continuous innovation.
As a company Marcolin strongly believes that artisan production and technological development are the core values of its story.
The company’s headquarters are in Longarone, near Belluno, an excellent location for high-quality production, surrounded by world-class Italian expertise.
TIMELINE
MORE THAN 60 YEARS OF HISTORY
Giovanni Marcolin founds the “Fabbrica Artigina” in north-east Italy’s eyewear district, specializing in the production of gold-plated arms for glasses 19 61
Marcolin significantly increases its number of employees and achieves production of one million frames per year 19 84
Marcolin continues to grow and is listed on the Italian stock exchange 19 99
PAI Partners, a leading European private equity company, completes the acquisition of a majority stake in Marcolin SpA, successfully completing the process of delisting from the stock exchange 20 12
Marcolin completes the acquisition of the Viva International Group, the second largest operator in the US eyewear market 20 13
Marcolin doubles its production in Italy with the acquisition of a new plant in Longarone (Fortogna) in the heart of the eyewear district 20 14
Marcolin begins a new growth phase with the aim of consolidating its global leadership in the eyewear sector 20 20
It is the start of an ESG journey involving the entire company; major investments have been made in the areas of logistics and automation in order to take advantage of technology for the well-being of employees and speed of operation. It is also the year which marks Marcolin's 60th anniversary 20 21
The year of the relaunch of the main Marcolin international house brand, WEB EYEWEAR. A new identity and a new international partnership with Alfa Romeo F1® Team 20 22
Marcolin signs a perpetual licence agreement for TOM FORD eyewear. It is also the year in which the Group finalizes the acquisition of ic! berlin and takes over its own subsidiary in Mexico 20 23
Marcolin announces that Christian Louboutin will enter the eyewear segment through an exclusive licensing agreement starting from SS25 20 24
LICENSED BRANDS
BRAND
PORTFOLIO
OWN BRANDS
POWER OF THE BRAND
Founded during the Golden Age of Munich – an era of bright lights, jet set, and disco
– Modern Creation München (MCM) has remained an enduring icon for over 45 years
Founded as an alternative to traditional French luxury MCM was the “Enfant Terrible” that created the ultimate accessories for the innovative and unapologetically luxurious lifestyle of the 1970’s
Today MCM continues to harness its heritage of sophisticated rebellion to pioneer new expressions of luxury thanks to the futuristic influence of Korea
Laurel leaf: a global symbol of victory, honor, and valor
Modern Creation Munich
Bavarian Diamond: nods to the Bavarian flag (Cognac Visetos)
Ribbon: an homage to Bavarian King Ludwig I and his passion for neoclassicism
BRAND VALUES
FUNCTIONAL & HANDSFREE
SUSTAINABILITY & INNOVATION
COLLABORATION & CUSTOMIZATION
EYEWEAR
HERITAGE SEASONAL AND FASHION
THE ORIGINS
THE FUTURE
COLLECTION CONCEPTS
“FORM FOLLOWS FUNCTION”
ZEITGEIST
“CULTURE FOLLOWS CREATIVITY”
BAUHAUS
TARGET CONSUMER
• Millennials and Gen Z, 21st century digital nomads
• Individuals who share their rebellious spirit and desire to be different
• Optimistic rulebreakers and the open-minded, challenging old assumptions for innovation and transformation
MW 0015 col. 01A
MW 5012 col . 052 $273
ICONIC DESIGN ELEMENTS
MCM LAUREL & BAVARIAN DIAMONDS
CORNER HARDWARE
MCM LETTERING SIGNATURE
FRONT SHAPE
LAUREL’S
LAUREL MAXI LOGO & METAL PLAQUES CUSTOMIZED ACETATE
EYEWEAR SELLING INFORMATION
FRAME ANATOMY & EYEWEAR INDICATORS
EYE RIM
Defines shape of eyewear
Supportive structure connecting eye rims
Arm of the frame
Connects temple to frame
TEMPLE TIP
Wraps around ear
SIZE
B. EYE SIZE MEASUREMENT
FOR DREAMERS, CREATIVES, AND DIGITAL
NATIVES
• The MCM brand appeals to the 21st centaury digital nomad generation
• Speaks to those who embody a bold, rebellious and aspirational image
• MCM also focuses on sustainability, receiving the butterfly mark from Positive Luxury for developing eco-friendly processes
ICONIC BRAND DETAILS
• MCM eyewear seamlessly integrates iconic brand elements and logos into its designs for instant brand recognition
• Designed for those who aren’t afraid to stand out the frames embrace the maximalist aesthetic of the MCM brand
SMART LUXURY
• MCM’s vision of smart luxury encompass products that are: seasonless, made for movement, ageless, responsible and transformative
• The brand provides customers with products that are always useful and practical, while having a leading stylistic sense that surprises, delights and reflects the cultural values of now
