Marseilles fashion organisation MMMM changes name

It is a small change, but an important one. The Marseilles-based fashion organisation known as Maison méditerranéenne des métiers de la mode (MMMM) has shortened its name to Maison mode méditerranée (MMM), the Mediterranean House of Fashion, and has also adopted a new logo.


The Marseilles organisation's new logoDR

"A change going in the direction of simplicity and greater cohesion," said Aurélia Vigouroux, a consultant for strategy and branding at MMM, adding that it is "a way to anchor the organisation even more to the world of fashion and to its own geography, encompassing the Mediterranean region going from Lebanon to Tunisia via Israel, an area in which Marseilles is genuinely influential as the capital of Mediterranean fashion."

Ever since its inception, MMM has encouraged young designers, and for this make-over it commissioned the design of its new logo to the fourth-year students at the Marseilles-based Ecole supérieure d’arts graphiques Axe Sud graphic design school, supervised by Isabelle Enocq, a professor in visual identity.

The winners, Nicolas Cayet and Benjamin Bret, were recognised for their design in Arabic script style, signalling the intention of drawing closer to a Mediterranean and North African identity, and were rewarded with a collaboration with the Kulte label, co-founded by the MMM's President Matthieu Gamet.

"Mediterranean culture will also resonate in the logo of our OpenMyMed festival, making the festival instantly recognisable as an MMM event," said Aurélia Vigouroux.

Translated by Nicola Mira

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