On the rise to become one of the most important fashion brands from France and reached peak popularity in the late 80’s and 90’s. At the forefront of innovating denim in ready-to-wear clothing and pushing it to high fashion quality as well as creating the technical silhouettes that years later would become adopted by brands such as early Dolce Gabanna, Helmut Lang, Jean Paul Gaultier among others that catapulted a culture infatuated by these designs. Their garments were conceived with an architectural mindset—more engineered than designed—prioritizing function and motion over seasonal trends. Pioneers of techniques like stonewashing and laser finishing, they embraced new fabric technologies and construction methods long before it became mainstream. The future of M+FG was a promising one.
A cult following emerged in the 90’s and early 2000’s within the youth in South Korea as well as the US hip-hop community, including figures such as Tupac, Lil Wayne and Kriss Kross. M+FG seemed to have solidified their presence and value as a fashion brand, but their rise to stardom came to a halt when they declared bankruptcy in 2012. In the end, the brand faced significant financial losses from over expansion and poor financial management. While the label did continue to produce collections for the remaining flag ship stores in France and South Korea until 2019 the essence of the brand was absent since the collections were watered down and designed to appeal a broader audience. In 2019, the brand sold their license for Asia to Layer Group which rebranded to a casual streetwear brand and finding success among a broader audience for modern day to day clothing.
From 2019 until today, M+FG had overall kept a low profile but their presence in music and the archive fashion community kept their relevance alive and to some extent brought new life to their older collections. M+FG has been seen on artists such as SZA, Bille Eillish and A$AP Ferg. Most recently, Supreme released a collaboration early 2025 with M+FG which might mean a new beginning for the brand itself is on the horizon.