MCM Becomes First Luxury Fashion Brand on Whatnot Live Shopping App

MCM has become the first luxury fashion brand to join Whatnot, a live-shopping app where sellers stream video and sell items as they talk. The launch is part of MCM's 50th anniversary, according to WWD.

Live shopping means a seller broadcasts in real time and viewers buy while the stream runs. Items are shown on camera, questions are answered in the chat, and orders are placed through the app.

MCM has created products for its own Whatnot channel and will sell them there. The brand will host its live selling from its flagship stores, the main shops in its own name, in New York and Los Angeles.

The debut livestream will be hosted by Corey Shapiro, a seller who goes by Vintageframes on the app. It is scheduled for Tuesday at 6 PM. WWD reports that Shapiro has sold more than 15,000 items on Whatnot.

MCM said it will announce future livestream shopping events on its official channel, which can be found at whatnot.com and in the Whatnot app. The company's statement on the launch was first shared with WWD.

For viewers who want to follow the brand on the platform, the official channel is where future sessions will be posted.