Max Mara presented its latest collection at Milan Fashion Week, drawing inspiration from the iconic novel “Bonjour Tristesse” by Francoise Sagan. The collection, showcased at the prestigious Bocconi University, reflected a post-lockdown aesthetic with a nod to Sagan’s rebel style.
Designer Ian Griffiths incorporated elements of Sagan’s early beatnik fashion into the collection, featuring fisherman’s smocks and double-face cashmere donkey jackets. One standout piece was a deconstructed skirt made from a transformed trench coat, reminiscent of Jean Seberg’s character in the English film adaptation of “Bonjour Tristesse”. Even denim in the collection had a polished and luxurious feel, with oversized tunic dresses and a laborer’s coat worn by Gigi Hadid as the show’s closer. Top-stitching details added a touch of nostalgia, reminiscent of films set in the Mediterranean region.
Griffiths drew inspiration from the novel’s protagonist and their longing for a summer filled with romance and intrigue on the Cote d’Azur. With the reopening of the world, the designer aimed to capture a sense of liberation and joy. Otto Preminger’s film adaptation served as a visual reference, with images from the movie influencing Griffiths’ moodboard. Jackets and minis in canvas parasol stripes matched the colors of beach chairs where the socially distanced audience sat. The collection also featured swing coats and cabans in deerskin, available in crème caramel or Guantanamo Bay orange.
In line with the shoe trends of Milan Fashion Week, the collection showcased chunky platform boots and woven centurion booties. Additionally, elements of ’60s dresses worn by Deborah Kerr in the film added a touch of modern street minimalism.
While the collection may not have been groundbreaking for Max Mara, it resonated with women who are emerging from the confinement of the pandemic and embracing social life once again. It hinted at a shift towards a more revealing aesthetic, showing more skin than the brand typically does. Max Mara found common ground with the characters in “Bonjour Tristesse”, representing a sense of liberation and the anticipation of rediscovering the world.
Useful links:
– Max Mara Official Website
– Milan Fashion Week Official Website
