MCM’s new face discovers fashion, Korean style
Coco Rocha, the face of MCM, is in Seoul for the opening of MCM’s flagship store. Provided by MCM
But in person, during a recent interview with the JoongAng Daily, the Canadian beauty came off as a fun-loving, down-to-earth young woman excited about the big celebration that brought her to this country.
Rocha, the face of MCM (Mode Creation Munich), the European luxury brand, visited Seoul for the grand opening of MCM Haus’ flagship store in Cheongdam-dong, southern Seoul.
After being dressed, groomed and photographed for the big day by a host of stylists, make-up artists and photographers she finally had time for a hello and a warm handshake, a big grin on her face.
“My mother told me I was [in Korea] when I was a child, but I don’t remember,” said Rocha with a smile.
Rocha described the country using the words “family” and “community.”
“Here, people are very family- and community-oriented. It seems they always try to support and help others, even the rest of the world,” Rocha said. “And that also seems to be the secret to the rising popularity of MCM among Korean consumers.”
Sungjoo Group, Korea’s leading fashion brand, took over MCM in 2005, bringing the brand “closer to home.”
Rocha and MCM have had strong ties since the they were connected during Fashion Week in New York City in February.
Rocha, who’s worked for big name brands like Chanel, Dior and Dolce & Gabbana, says the best part about working with MCM is that she gets see the company grow in popularity.
“MCM is one of the fastest growing brands, so it’s always hectic and vibrant here,” says Rocha. “Down the road, when it’s further established, I can tell others ‘I modeled for that brand years ago.’”
Rocha says she hasn’t had much chance to get to know Seoul’s fashion scene, but expressed hope that it would grow.
“I love history. And I like how here there are still many elements of history and tradition, which I miss in Canada,” Rocha said. “I always believe that models and stylists should remember where they came from in order for [the job] to be not just about money.”
Rocha flew back to Canada the morning after Tuesday’s opening event.
She plans to work with MCM again when the brand sponsors the premiere of the film “Obssessed” later this month.
By Kim Hyung-eun [hkim@joongang.co.kr]
with the Korea JoongAng Daily
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