Max Mara Joins The War Effort With SS24

Emma Hodgson   |   21-09-2023

Power dressing and block colours were at the core of the SS24 collection for Max Mara. 

Max Mara was inspired by English women and the Second World War years when women took to the land to support the war effort. 

Describing the new capsule, the house said “In the 1940s, English women, from the country and the city, from all social classes, joined up to work the land shoulder to shoulder and nourish the nation.”

They continued: “The Land Army believed in cultivating its troops. Many got their first taste of learning in its ranks. And their education was not simply to train them for work. The land girls were encouraged to engage in creative pursuits. “The Land Girl” magazine published their literary offerings and in 1944 no less than Vita Sackville-West was commissioned to write a book telling the Land Army story with a whole section dedicated to its poetry. Sackville-West brings a touch of dark-edged sardonic eccentricity to the Max Mara moodboard. Images of her garden at Sissinghurst inspire chintzy prints with full-blown blooms realised in sophisticated black on beige.”