Max Mara

Photo: Courtesy of Max Mara
On June 11, Italian brand Max Mara showed its Resort 2024 collection in Stockholm. This season was all about celebrating Swedish folklore with the brand’s craft and luxury. The question that first came to mind was: Why Stockholm?
“There are too many layers for why Stockholm,” Maria Giulia Prezioso Maramotti Germanetti, omnichannel retail director and brand ambassador of the brand, tells Vogue Arabia exclusively. “But for sure because Stockholm is a country which obviously has a strong, long tradition of empowering women, which is very much in line with the brand.”
Photo: Courtesy of Max Mara
It’s no surprise that the show then took place in the city hall, the site of the annual Nobel Prize banquet. The inspiration behind it? None other than author Selma Lagerlöf, the first woman to win a Nobel Prize. 64 silhouettes walked through the vast and splendid venue, spotlighting monochromatic palettes, clean lines, and the timeless elegance the brand is known for. Sitting front row taking it all in were several inspiring women, from Lily Collins, Demi Moore and Amy Adams, to Karen Wazen, Diala Makki, and Kathy Hilton.

Adding to the mix were folkloric elements such as snowflakes on waffled knit ponchos and paper floral wreaths. Pompom-adorned drawstring cord belts and fringed tassels, to twist the oh-so-timeless cashmere coats and tailored jackets. Staying away from traditional evening dresses, the finale’s bouquet was a series of floral dresses, embroidered and adorned organza shirts, layered suits, midi vest tops, and a series of full dresses.
Photo: Courtesy of Max Mara
Max Mara’s Stockholm show sends a message to the world that the brand is targeting a new generation of women. “We are not afraid to blink an eye for some novelty,” says Maria Guilia, and yes that blink was definitely worth it.
Below, discover more looks from the Max Mara Resort 2024 Collection.
Photo: Courtesy of Max Mara
Photo: Courtesy of Max Mara
Photo: Courtesy of Max Mara
Photo: Courtesy of Max Mara
Photo: Courtesy of Max Mara
Photo: Courtesy of Max Mara
Photo: Courtesy of Max Mara
Photo: Courtesy of Max Mara
Photo: Courtesy of Max Mara
Photo: Courtesy of Max Mara
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Milan Fashion Week came back strong after two years in the deep due to the Covid-19 pandemic. Making bold choices, participating designers played with the fall and winter season colors of black, brown, white, beige, blue, and silver/grey, creating an almost dark/light academia aesthetic. Standing out were Roberto Cavalli’s striking leopard patterns with draping suit jackets and majestic cape dresses, while Dolce & Gabbana made statements with headscarves paired with demure silhouettes in monochrome palettes. Versace embraced a similar mood, but with form-fitting shapes, and Jil Sander took on a more formal approach and offered a modest suit in yellow and a grey dress paired with white leather gloves.
Below, check out the 35 best modest looks spotted on the runways of Milan Fashion Week.
Dolce & Gabbana. Photo: Courtesy of Fillippo Fior
Gucci. Photo: Courtesy of GoRunway
Roberto Cavalli. Photo: Courtesy of GoRunway
Versace. Photo: Courtesy of GoRunway
Max Mara. Photo: Courtesy of Alessandro Lucioni
Roberto Cavalli. Photo: Courtesy of GoRunway
Alberta Ferretti. Photo: Courtesy of GoRunway
Versace. Photo: Courtesy of GoRunway
Max Mara. Photo: Courtesy of Alessandro Lucioni
Roberto Cavalli. Photo: Courtesy of GoRunway
Prada. Photo: Courtesy of Alessandro Lucioni
Alberta Ferretti. Photo: Courtesy of GoRunway
Loro Piana. Photo: Courtesy of Loro Piana
Versace. Photo: Courtesy of GoRunway
Dolce & Gabbana. Photo: Courtesy of Fillipo Fior
Moschino. Photo: Courtesy of Alessandro Lucioni
Emporio Armani. Photo: Courtesy of Alessandro Lucioni
Max Mara. Photo: Courtesy of Alessandro Lucioni
Dolce & Gabbana. Photo: Courtesy of Fillippo Fior
Fendi. Photo: Courtesy of GoRunway
Giorgio Armani. Photo: Courtesy of Fillippo Fior
Bottega Veneta. Photo: Courtesy of Alessandro Lucioni
Versace. Photo: Courtesy of GoRunway
Fendi. Photo: Courtesy of GoRunway
Etro. Photo: Courtesy of GoRunway
Versace. Photo: Courtesy of GoRunway
Jil Sander. Photo: Courtesy of Alessandro Lucioni
Gucci. Photo: Courtesy of GoRunway
Prada. Photo: Courtesy of Alessandro Lucioni
Jil Sander. Photo: Courtesy of Alessandro Lucioni
Versace. Photo: Courtesy of GoRunway
Gucci. Photo: Courtesy of GoRunway
Bottega. Photo: Courtesy of Alessandro Lucioni
Emporio Armani. Photo: Courtesy of Alessandro Lucioni
Giorgio Armani. Photo: Courtesy of Fillippo Fior
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