Max Mara celebrates 75th anniversary with Shanghai resort show
Max Mara held its resort collection show in Shanghai to mark the brand's 75th anniversary this year.
Show location and atmosphere
Located within a brutalist concrete structure on the western side of the city, the event occurred at the Long Museum West Bund. The famous skyline, usually bright, was partially hidden by thick gray fog and gusty rainy mist, creating an image reminiscent of Blade Runner. Ian Griffiths, the label's longtime creative director, stated that Max Mara works really well against the background of brutalist architecture.
Brand history and founder
Achille Maramotti founded the brand in 1951 with one coat and one suit to revolutionize sportswear in Italy. He mass-produced classically tailored garments at a time when most people purchased clothes directly from independent tailors and dressmakers. Maramotti was an early proponent of modern sportswear who translated it from American origins to more distinctly European styles.
Runway themes and style
The latest runway showcased items designed for endless remixing, including a jean paired with a blazer and finished by a printed silk scarf. These revised versions of classics provide an option for expressing personal style when unique trends are not favored. The collection emphasizes urban chic for women who want to engage with a city.
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