GRYSON founder, Joy Gryson, has a new line with MCM.
The collection, called MCM New York, marks a departure for the company, which was founded in 1976 and whose initials stand for Mode Creation Munich. Sleek and urban, the Gryson-designed line is comprised of three groups — the Sportivo, Notte and Giorno — each of which emphasizes detailing such as chains and pleating. The concept is that edgier construction — angular silhouettes in snakeskin and python — will lure a city-savvy shopper.
The line will be sold exclusively at Saks Fifth Avenue and the MCM Plaza boutique in New York at the end of August.
The bags, which will retail between $695 and $2,800 (the latter price is for the exotic skins bags) are also the centerpiece of an ad campaign the company has launched featuring Coco Rocha at the Standard Hotel in New York’s Meatpacking District, photographed by Cheol Park and styled by Vogue’s Kathryn Neale. A launch party cohosted by Rocha and Saks’ group senior vice president of creative and marketing, Terron Schaefer, is slated for Sept. 15. The theme of the campaign, said MCM U.S. marketing manager Marina Storonkin, “is accessible luxury for the young metropolitan career woman.”