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
Read Next: The 27 Best Modest Looks from London Fashion Week Fall 2022 Ready-to-Wear

A MEETING OF WORLDS: During Milan Fashion Week, Weekend Max Mara unveiled Habito, its latest Signature collection, co-created with architect and designer Patricia Urquiola.
Urquiola insisted the lineup should be displayed outside the Italian brand’s headquarters for the first time and in a space that would represent her. Accordingly, the collection could be viewed at CC-Tapis, an Italian design company that produces contemporary handmade rugs for residential and contract spaces.
Against the backdrop of Urquiola’s rugs, the collection reflected her personality and inspirations, blending the fashion and architecture worlds. “This is my own context,” she said gazing around the rooms, adding that her aim is to “expand different sectors and point of views. The collection’s narrative is about hybrid pieces that welcome you as a home — an emotional habitat.”

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The collection was marked by an eye-catching mix of colors — from purple to blue and green — bold textures and graphic patterns. She revisited a selection of coats in cocoon shapes from existing Weekend Max Mara silhouettes, juxtaposing wool and ribbed knits with technical nylon with reflective effects — all in roomy silhouette. “I don’t like anything that is too constricting,” she said.
Urquiola reinterpreted the house’s signature Pasticcino bag with a padded vertical pattern for a 3D effect or with diagonal lines that created an iridescent glow, with supersized boule clasps.
This marks the 10th collection for the brand. Last September, Weekend Max Mara teamed with New York-based stylist and editor Gabriella Karefa-Johnson on the spring 2022 collection, and previously unveiled capsules developed with top model Alek Wek; American illustrator and pop artist Donald Robertson; Lucinda Chambers, former fashion director of British Vogue; Oscar-winning costume designer Gabriella Pescucci; American interior designer Anthony Baratta, and American artist Richard Saja inspired by the famed Royal Ascot races, among others.

ISCHIA, Italy — After the COVID-19 pandemic, a resort show can help draw attention to Made in Italy production, boost tourism and signal a relaunch, said Maria Giulia Prezioso Maramotti Germanetti, omnichannel retail director of the Max Mara Fashion Group and the company’s global brand ambassador.
Speaking ahead of the Max Mara resort 2022 show on the island of Ischia on Tuesday, Prezioso Maramotti Germanetti was clearly proud to be “launching a beautiful message” that emphasized Italian cultural and the brand’s natural patrimony. “This is a project that is really dear to me,” she said.
Opening up to live events, while still being mindful of restrictions to help curb the spread of the virus, is a sign of rebirth, she noted. While the number of guests was restricted to 80 and the show was to be held in the open air, she said several foreign editors were expected from the U.S., Russia, France, Germany, Greece, The Netherlands and a group of Chinese living in Europe.

While admitting the Asian market, and China in particular, are key regions for Max Mara, like for many luxury brands, Prezioso Maramotti Germanetti said she believes there will be a recovery of the West, “a pole of attraction,” and that tourists will soon return to “beautiful Europe.”
Previously, starting with the 2015 pre-fall season, the Italian women’s fashion group staged runway shows in New York, London, Shanghai, Reggio Emilia — where it is headquartered — and Berlin. Last year, it was supposed to hold its resort show in St. Petersburg but was forced to cancel those plans due to the health emergency. Asked about the importance of these itinerant shows, Prezioso Maramotti Germanetti said they help present “layers of content,” although “each brand has its own strategy and voice.” Milan Fashion Week also remains key, she pointed out.

Itinerant resort shows are clearly a strong communications tool, and in the case of Max Mara, which this year celebrates its 70th anniversary and is a business anchored in ready-to-wear, they are even more important, she believes. However, she strongly cautioned against thinking in terms of figures and sales alone, stressing that projects must always be “organic.”
She underscored that product is always the starting point in any communication, “leading inspiration and content,” and that, not only is consistency a must through “clarity of the channels and platforms,” but it is imperative to “always have your consumer in mind, you cannot be self-referential.”
This consistency is exemplified by the film of the show, which will be directed by Ginevra Elkann and be available on Thursday. The movie director debuted with “Magari,” released in 2019, studied at the London Film School and has worked with Anthony Minghella and Bernardo Bertolucci. “She is a woman, a director, Italian and, coming full circle, she is also the granddaughter of Marella Agnelli,” one of Truman Capote’s famed Swans that inspired creative director Ian Griffiths for the resort collection.
The Max Mara group, with 2020 sales of 1.2 billion euros, has a network of 2,500 stores in more than 100 countries and Prezioso Maramotti Germanetti said the Milan flagship is undergoing a renovation, as are other units in the world. “We never really stopped retouching them,” she offered. The Milan boutique was modeled after a 10-year old blueprint, so that it was necessary to “change the materials and it’s lighter and we’ve added two works of art from the Collezione Maramotti,” the family’s art museum. Additional details will be unwrapped this fall, she said, demurring to reveal additional details of the changes.

“The pandemic taught us that the store offers a moment of experience and not a need. Now, you want to return to dining out at restaurants not because you have not eaten during the lockdown, but you want to enjoy that experience and it’s the same for shopping,” she contended. “I have never ruled out one or another distribution platforms.”

Who wouldn’t want to take a trip to the island of Ischia, wondered Ian Griffiths, creative director of Max Mara.
That is precisely what he and his team did to present the brand’s resort 2022 collection, with a show that will be held this evening at the striking Hotel Mezzatorre, overlooking the Gulf of Naples and nestled in a former 16th-century watchtower.
The COVID-19 restrictions obliged Max Mara to forego its planned resort show in St. Petersburg last year but the company succeeded in orchestrating the event in Ischia, the playground of fashionable society since the ’50s, just as Italy starts to see the positive results of the rollout of the vaccinations campaign. The event was carefully planned, safety still top of mind, with only about 80 guests expected at the open-air show, to be followed by a dinner.

The company embraced aerial advertising on Monday as a small plane flew over throughout the day with a sign that read “Max Mara Loves Ischia” and it’s safe to say the event was meant to draw attention to the island and contribute to kickstart the summer season here. Everyone is yearning to get out again and see the world, and Ischia could very well be a first stop.
Indeed, the resort collection is called “Local Color” and is inspired by traveling, evoked by writer Truman Capote in his tales of the same name. The symbols of the narrative are his Swans, beautiful women who led a fascinating life. As Griffiths said, though, Max Mara is catering to the modern woman who has a busy life. And an international one to boot. Max Mara’s revenues in 2020 totaled 1.2 billion euros, and exports accounted for 60 percent of sales. The group has a network of 2,500 stores in more than 100 countries.

The film of the show will be directed by Ginevra Elkann and will be available on July 1. The movie director debuted with “Magari,” released in 2019, studied at the London Film School and has worked with Anthony Minghella and Bernardo Bertolucci. Coming full circle, she is also the granddaughter of Marella Agnelli, one of Capote’s famed Swans.
Max Mara is celebrating its 70th anniversary this year. The celebrations kicked off in February with a digital runway show that was filmed at Milan’s La Triennale design museum.
Previously, starting with the 2015 pre-fall season, the Italian women’s fashion group has staged runway shows in New York, London, Shanghai, Reggio Emilia — where it is headquarterd — and Berlin.

This article was originally published on this site

MILAN — Alek Wek is the latest personality to team up with Weekend Max Mara on a Signature capsule collection.
The Sudanese supermodel and United Nations’ Good Will Ambassador teamed up with the brand’s in-house creative team to deliver “A.W.orld by Alek Wek,” a joyful and colorful capsule offering a range of urban staples.
Mixing “African culture with a London calling vibe and a touch of Boho,” as she said, Wek combined references from her origins with the needs for versatility required by an international lifestyle. The highly approachable pieces can be easily mixed and matched, helping women transition their style from day to night.
Striped ribbed knitted styles, spanning from tops to dresses, steal the spotlight in the collection with their color palette inspired by the South Sudanese flag. Dressier styles include overcoats, trenches and a shearling vest, all to be layered on draped dresses showing precious trimmings. While high-waisted flared jeans add a casual touch, a dramatic black velvet coat introduces a chic, evening twist to the capsule.

In this collaboration, Wek’s artistic eye is reflected through printed silk frocks and scarves with graphics borrowed from some of her artwork.
The collection is completed by a range of accessories, including Weekend Max Mara’s Pasticcino Bag featuring a detachable embroidered strap, a felt fedora, riding boots and a thick belt with crisscross laces.

“Working with Weekend Max Mara’s creative team has been an emotional journey. It all started last fall. I shared my ideas, my inspirations and especially my artworks with the team. It was amazing to see how they have transformed these ideas in such a good way, giving life to this collection,” said Wek. “They had the right sensibility to transform my artworks in such a wonderful way. It is incredible how beautifully they have put them into this collection.”

Alek Wek wearing an outfit of the fall 2021 Signature capsule she designed for Weekend Max Mara. 
Courtesy of Weekend Max Mara

Wek is one of the most iconic models in the global fashion industry. Born in Sudan, she left her native country in 1983 during the civil war and moved to London, where she studied fashion business at the London College of Fashion.
She was discovered at an outdoor market in 1995 in London, the same year she appeared in Tina Turner’s “Golden Eye” music video, and a year later she was signed to Ford Models. In 1997, Wek became the first African model to appear on the cover of Elle.
Based in New York, in the past Wek also experimented with accessories design, launching the “Wek 1933” bag line, which was inspired by the brass-clasp briefcase carried by her father. The line is now discontinued. She has also appeared in several movies, including “The Four Feathers” in 2002 and most recently in Luca Guadagnino’s remake of “Suspiria” in 2018.
Wek is the latest personality to collaborate with Weekend Max Mara, which previously unveiled capsules developed with American illustrator and pop artist Donald Robertson; Lucinda Chambers, former fashion director of British Vogue; Oscar-winning costume designer Gabriella Pescucci; American interior designer Anthony Baratta, and American artist Richard Saja inspired by the historical Royal Ascot races, among others.

See also: 
A Story of Women’s Empowerment: Max Mara at 70
Max Mara, Marcolin Sign Licensing Agreement
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MILAN — Achille Maramotti was a trailblazer whose ambition may sound counterintuitive today, but actually shaped the fashion group he has passed on to his heirs.
When in 1951 Maramotti established the Max Mara company, he began with a firm intention — to dress the wives of local doctors and lawyers.
At that time, this might have sounded provincial, especially considering that in Paris couturiers were fighting to dress the richest and the noblest. But in reality, Maramotti anticipated the future: in a few years, those women, who in 1951 were only wives, started becoming doctors and lawyers themselves. “And they became chief executive officers and started sitting on the boards. Max Mara has grown up with them,” proudly said creative director Ian Griffiths, who has been with the Italian company for more than 30 years.

For this reason, the history of Max Mara is much more than that of a successful brand — it actually reflects women’s long path toward empowerment and gender equality.
In the year of Max Mara’s 70th anniversary, this sounds modern and relevant, especially because if the position of women has drastically and positively changed compared to 1951, a lot still needs to be done today. But what’s sure is that the Italian brand never compromised the founder’s original intention by delivering clothes for real women living real lives.

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“Maramotti’s apparently unpretentious goal leads us to dress women on the go, women who want to change the world,” said Griffiths, his eyes still glowing with pride and passion after so many years with the brand.
Ian Griffiths  Courtesy of Max Mara

And as the world evolved, Max Mara decade after decade evolved with it to meet the needs of consumers. “Today, we are certainly talking to a younger, new audience, but what is absolutely crucial for us is not to leave those women behind, who are now maybe in their 60s and 70s, and who have been so loyal and faithful to us for so long. We really care about them,” said the designer, highlighting that Max Mara, which has definitely embraced a fresher, more urban image, continues to be a safe fashion haven for women who love good ole classics.
For the anniversary fall 2021 collection, which Max Mara is unveiling today with a video, Griffiths actually deep dived into the concept of classics. In particular, while he wanted to celebrate the brand’s roots, he cherished one of his biggest obsessions, British culture. “What is there that is more classic and at the same time rebellious and frisky than some of the key elements of the British culture?”
In keeping with this vision, along with looking at 1950s Max Mara adverting campaigns featuring witty, ironic claims, as well as the brand’s copyrighted logos, he was inspired by British parades to set up “a sort of Max Mara jubilee, where the curved catwalk at the Triennale museum, embellished with Max Mara flags, echoes Regent Street during festivals and our queen is crowned with a camel coat instead of a bejeweled headpiece,” said Griffiths.
This festive celebration symbolizes the attention and care that Max Mara has always given to real women, working women in particular, those who prefer to dress themselves with beautiful coats and impeccable suits rather than covering themselves in opulent jewelry.

Looks from Max Mara’s fall 2021 70th anniversary collection.  Simone Lezzi/WWD

The designer’s British inspiration met the brand’s Italian elegant style and craftsmanship in a collection where countryside references were incorporated into a city look.
“The Max Mara woman is one who can manage a company, but who also likes to ride a horse or mend a tractor and pilot a helicopter,” said Griffiths, referring to the fact that — along with the brand’s signature coats, including the bestselling Teddy Bear style in a new green color variation and the 101801 design, which is celebrating its 40th anniversary this year — the collection featured waterproof riding jackets, quilted vests, equestrian capes and a range of aviator bombers. Kilts inspired the silhouettes of pleated skirts printed with foulard motifs of adorable micro animals, including alpacas, zebras and camels; skirts showed feminine ruffles, and suits offered a modern balance of elegance and comfort.
“I think that the future for the Max Mara brand resides in continuing to evolve, and trying always to be a bit ahead of the times,” said Griffiths. “We are changing, we are evolving, as you can clearly see from the collection, which is now more a wardrobe of items exalting women’s individual personalities.”
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