The brand introduces and empowering new scent to its lineup.

German luxury fashion house, MCM, embraces its heritage of sophisticated rebellion with a captivating new scent: MCM CRUSH. This new fragrant journey is custom-tailored for the fearless rulebreakers and forward-thinking trailblazers.

Sabine Brunner, President of MCM stated, “MCM continues to pioneer new expressions of luxury for independent minds. After the success of Eau de Parfum and ONYX, we are proud to launch this new feminine fragrance dedicated to free spirited women, embarking on a journey of adventure, friendship and love. The MCM CRUSH fragrance is here to build unforgettable memories.”

Inspired by the strength that emerges from female friendships, MCM CRUSH pays homage to the magnetic and playful energy that arises when women uplift and support each other. CRUSH Eau de Parfum captures the unforgettable moments of sisterhood with a daring blend of effervescent blossoms and exquisite woods, delivering an enchanting experience that shatters the boundaries of conventionality.

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This floral fruity scent bursts open with an invigorating explosion of apricot nectar and frozen fruits. At its heart, a profusion of hand-picked Rose de Mai, Magnolia, and White Peony orchestrates a voluptuously sweet and sensuous intrigue. Anchoring the base notes is a signature blend of Cedarwood, Ambrette, and Cashmere Wood, leaving a lasting impression of sophistication and allure. Principal Perfumer Frank Voelkl of Firmenich, the architect of MCM CRUSH, said, “Through a contrast of hot and cold ingredients, I played with multifaceted fruits and ambers to craft a comforting transparency that feels familiar yet unexpected.”

MCM CRUSH is responsibly created, adhering to a vegan and cruelty-free formula. It is composed with over 66% biodegradable ingredients and employing over 83% of its components crafted using green chemistry principles. Over 85% of its sustainably sourced Naturals TogetherTM ingredients contribute positively to local communities worldwide.

Key ingredients include:

Top Notes: Frozen Pear, Pink Pepper SFE, Black Currant, Apricot Nectar
Middle Notes: Magnolia, Rose De Mai Absolute, White Peony Infusion
Base Notes: Upcycled Cedarwood Virginia Naturals TogetherTM, Ambrette, Cashmere Wood

The award-winning bottle, inspired by the brands iconic backpack, is now featured in an edgy pink tone with rose gold hardware encapsulating this spirited new scent. The MCM CRUSH ad campaign radiates the raw energy of getting ready for a girls’ night out that promises to be unforgettable. The visuals celebrate the unapologetic boldness of women who own their stories, celebrate, and inspire each other. Who’s your CRUSH?