MCM has launched its own live shopping channel on Whatnot, becoming the platform’s first luxury fashion brand, according to the company. The move is part of MCM’s 50th-anniversary activities and is intended to introduce the brand to younger consumers through interactive shopping.
The livestreams will be hosted from MCM’s flagship stores in New York and Los Angeles. The first broadcast is scheduled to be led by seller Corey Shapiro, known as Vintageframes, who has sold more than 15,000 items through his Whatnot account. The source reports that the debut stream is set for Tuesday at 6 p.m.
MCM said the channel will bring its products and brand stories into a live format, giving customers a more participatory way to engage with the company. A representative said the launch is intended to help MCM build relationships with its community while preserving the creativity and character associated with the brand.
After the debut, MCM plans to announce future livestream shopping events through its official Whatnot channel and the platform’s app. The source also cites Whatnot’s 2027 Consumer Trend Report, which found that 47 percent of surveyed respondents had taken part in live shopping more often in 2026 than in previous years.
Sources: WWD.