Ahead of the Max Mara’s Resort 2019 show, the brand announced that they will be staging their collection at Collezione Maramotti museum in Reggio Emilia, Italy, where the company was founded.
Launching almost 70 years ago, it was the first time the label held a show at the beating heart of the label. Creative director Ian Griffiths showcased the classic pieces from the brand including the 101801 camel coat that first appeared in 1981. Despite the nod to the sophisticated past, Griffiths added moderns twists to the icons such as the details showing the encounter between art and design and the balance between quasi-concrete color and soft fabrics.
As models sailed past the art works by the likes of Vito Acconci and Erik Swenson, one thing that continues to impress is the quality of each garment – something that Max Mara is praised for time and time again. From flawless outwear and elegant tailoring to modern touches such as the art-deco logos and oversized bags, the house manages to stay timeless yet fashionable. Despite many associating it with chic coats and capes, Max Mara offers a strong evening wardrobe with floor length one-shoulder gowns and satin separates.
The collection is exactly what you expect from the Italian house, but when it’s crafted to perfection and lasts from generation to generation, that’s not a bad thing.