MCM Debuts MCM Crush Fragrance

MCM has debuted its MCM Crush fragrance, which pays homage to the magnetic and playful energy that arises when women uplift and support each other.

• 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 Together, ambrette, cashmere wood

Crush Eau deParfum is said to capture 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.

MCM Crush is composed with more than 66% biodegradable ingredients and employing more than 83% of its components crafted using green chemistry principles.

The fragrance will be available in MCM boutiques, on mcmworldwide.com and select retailers starting April 2024.

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.”

Sabine Brunner, president of MCM said, “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.”

Jean Madar, chairman and CEO of InterParfums, Inc., said, "Crush is not merely a new chapter in fragrance. In collaboration with MCM, we've engineered not just a fragrance, but a cultural touchstone—a scent that resonates with the pulse of the urban spirit. This launch marks a bold stride forward in our narrative, a scent crafted for those who dare to disrupt the status quo."