MCM is making its foray into the world of live shopping. The German luxury accessories brand has become the first luxury fashion brand to join Whatnot, the company revealed on Tuesday.

As part of the brand’s 50th anniversary, MCM has created and is selling products on its own channel — all in an effort to bring the brand’s world to the next generation of consumers via interactive live shopping.

Reaching audiences through the interactive shopping format, the brand will be hosting its live selling from MCM’s New York and Los Angeles flagship locations.

Notably, live shopping is back in Vogue — it’s become one of the major discovery channels and shopping formats for Gen Z. Whatnot’s 2027 Consumer Trend Report released earlier this year reported that 47 percent of those surveyed said they have engaged in live shopping in 2026 more than in previous years.

Especially given more than 650,000 new buyers joining Whatnot every week, MCM said its launch on the platform meets younger luxury shoppers at the intersection of discovery, entertainment and commerce — and as a way to reach a new emerging luxury consumer through community-driven commerce.

“Luxury has to keep evolving in how it meets its clients. Launching on Whatnot brings MCM’s products and stories into a live conversation, giving clients a more direct and participatory way to experience the brand. We’re proud to challenge the conventions of luxury retail and build new relationships with our community, while staying true to the creativity and character that make MCM distinctive,” a representative from MCM said in a statement, first shared with WWD.

Source link