Max Mara, the esteemed fashion house recognized for its exquisite coats and sophisticated apparel, is making significant strides in the industry as it solidifies its standing as a major player. Under the guidance of creative director Ian Griffiths and global communications director Giorgio Guidotti, Max Mara has embarked on a journey to become one of the top 20 global fashion houses.
Established in 1951 by Achille Maramotti in Reggio Emilia, Italy, Max Mara remains a family-owned business, with the Maramotti family overseeing the company’s operations. Their unwavering commitment to creative freedom and innovation has led to the brand’s remarkable success, with annual sales reaching 1.2 billion euros in 2020.
In recent years, Max Mara has captivated audiences around the world by showcasing its fashion shows in various locations, including Tokyo, Shanghai, Reggio Emilia, and Berlin. Unfortunately, due to the pandemic, the brand had to cancel its cruise show in St. Petersburg last year. However, they made a triumphant comeback this year with a breathtaking resort collection show in Ischia, a picturesque island in the Bay of Naples.
Named “Local Color,” the resort collection show drew inspiration from Truman Capote’s book of the same name, which depicted the lives of influential women known as “The Swans.” These women, such as Marella Agnelli, embodied natural grace, understated style, and refined elegance. Griffiths aimed to capture the essence of their allure and celebrate it through the collection.
In an interview with Ian Griffiths, he explained why Ischia was chosen as the show’s location. He emphasized the desire to create an atmosphere of simplicity and enjoyment, where people can gather, relax, and appreciate the beauty of Ischia. Griffiths also discussed the significance of the Swans’ lifestyle in shaping the resort collection’s aesthetic. He highlighted the concept of understated elegance and how it resonates with modern women who lead complex lives but still aspire to a certain level of refinement.
Sustainability is also a central focus for Max Mara. Griffiths mentioned that the brand is in the process of developing a comprehensive sustainability policy that will be integrated into all aspects of their operations. However, he firmly believes that true progress in sustainability should surpass mere press releases and instead involve tangible actions. Max Mara’s starting point is the production of durable garments that are intentionally designed to stand the test of time, aligning with sustainability principles.
To pay homage to the Swans, Max Mara enlisted the assistance of Ginevra Elkann, one of the granddaughters of Marella Agnelli, to direct the show’s video. Elkann’s personal connection to that world added a special touch to the collaboration. The show’s video provided a glimpse into the collection, artfully blending pre-recorded segments with footage from the actual show. This approach allowed Max Mara to reach a wider audience through digital platforms like the web.
Griffiths also touched on the topic of influencers, likening them to the modern-day Swans. While influencers lead multifaceted lives, they possess qualities that make them captivating companions. Griffiths acknowledged the parallel between the Swans’ coordinated elegance and the influencers’ unique appeal but emphasized that the Swans possessed a distinct charm that cannot be replicated. Nevertheless, he recognized the significant role that influencers play in today’s fashion landscape.
As a designer, Griffiths has evolved over the years, embracing simplicity and refinement in his designs. His focus lies in creating garments that resonate with individuals, rather than pursuing extravagant displays. Each Max Mara show serves as an opportunity to communicate the brand’s identity and establish a profound connection with consumers.
The strategic approach of hosting stylish show events has undeniably contributed to Max Mara’s global success. Griffiths and Guidotti comprehend the importance of captivating attention and engaging with consumers in a meaningful manner. These events enable Max Mara to stand out amidst the numerous fashion shows that take place during the ready-to-wear seasons.
As Max Mara continues to redefine its position in the fashion industry, Griffiths and Guidotti’s leadership and vision have propelled the brand into the ranks of global fashion powerhouses. With their dedication to sustainability, timeless elegance, and strategic show events, Max Mara is poised to make an indelible mark in the world of fashion.
Sources:
– [Max Mara Official Website](www.maxmara.com)
– [Vogue: Max Mara Resort 2022 Collection](www.vogue.com/fashion-shows/resort-2022/max-mara)
