Max Mara Resort 2024 made a stunning debut at Stockholm City Hall, captivating attendees with its fusion of Italian craftsmanship and Swedish folklore. The event drew a crowd of notable celebrities, including Demi Moore, Lily Collins, Amy Adams, and Kathy and Nicky Hilton, who turned out to witness the magic unfold. The choice of venue, known for hosting the prestigious Nobel Prize ceremony, provided a magnificent backdrop for a collection that took inspiration from Scandinavian culture and the empowerment of women. Serving as the collection’s muse was Selma Lagerlöf, an iconic figure and the first woman to win a Nobel Prize, celebrated for her enchanting folkloric literature.
The collection itself was a reimagination of Max Mara classics with an infusion of Scandinavian elements. Traditional Swedish smocks were transformed into elegant hippie dresses, adding a touch of Swedish charm to the designs. Waistcoats displayed on a pre-show mood board were given a contemporary twist, emerging as raw sleeveless blazers. The timeless Camelandia coats were refreshed with late 19th-century leg of mutton sleeves, showcasing the brand’s ability to seamlessly blend tradition with innovation. To pay homage to Lagerlöf’s defiance of societal norms, mannish cuffs were juxtaposed against chiffon or taffeta shirt dresses, embodying the author’s unapologetic lifestyle.
Ian Griffiths, Max Mara’s creative director, aimed to create garments that embodied intellectual ideas rather than merely experimental fashion. With a focus on appealing to a younger demographic, the collection was styled in a way that incorporated high-top sneakers extending up to the knee, grounded by foam brothel creeper soles. The addition of paper floral wreaths added a graphic and neutral Max Mara touch to the overall aesthetic, capturing the essence of the brand.
Griffiths’ decision to explore Scandinavian culture for this resort collection stems from its rich contributions to art, design, culture, and breathtaking landscapes. The minimalism and substantiality synonymous with Scandinavian design align perfectly with Max Mara’s principles of rational and functional designs that are never simplistic. When asked to define the DNA of Max Mara, Griffiths spoke of a woman determined to be the best, empowered through fashion and the subtle wow factor it brings.
Max Mara ensured that its guests experienced all that Stockholm had to offer, inviting 120 individuals who were treated to tours of art museums, boat trips, and visits to the remarkable Vasa Museum, which houses the best-preserved 17th-century ship. A pre-show dinner on Fjaderholmarnas island provided a delightful opportunity to indulge in traditional Swedish cuisine, while blond hostesses adorned in floral embroidered caftans added an extra touch of Scandinavian flair.
The success of Max Mara can be attributed to its unwavering focus on quality coats in the high-end luxury market. The brand achieved impressive annual revenues of 1.777 billion euros last year, with 61% derived from exports. While Max Mara has not yet ventured into other sectors such as hotels or spas, the recent opening of a Max Mara Café in Stockholm hints at potential diversification.
Design consistency has also played a pivotal role in the brand’s triumph. With creative director Ian Griffiths at the helm for 33 years, Max Mara embodies its design philosophies and maintains a strong working relationship with the Maramotti family. This level of stability sets Max Mara apart from other heritage brands that frequently undergo designer changes, further solidifying its position in the fashion industry.
In conclusion, Max Mara Resort 2024 left a lasting impression with its fusion of Italian and Swedish influences, celebrating women’s empowerment and challenging societal norms. The collection’s grace, poetic nature, and understated perfection made it a worthy contender for a fashion Nobel Prize.
Useful links:
– Max Mara Official Website
– Vasa Museum Official Website
