Max Mara Fashion Group has recently announced its exciting collaboration with fashion designer Margherita Maccapani Missoni, introducing a new project called Max&Co.llaboration. The first collection to emerge from this partnership is titled ‘Shall We?’ and is expected to hit the stores in summer 2022. Margherita, who is the granddaughter of Missoni’s founder, has designed a remarkable 35-piece collection that aims to offer a relaxed and versatile wardrobe for casual occasions.
The ‘Shall We?’ collection features an array of unique pieces that can be easily transitioned from holiday wear to home attire. Margherita’s innovative designs include a scarf that can be worn as a top, a parka that can double as a dress, and a blazer that can be flaunted without any undergarments. Furthermore, the collection offers embroidered cardigans, sundresses, and jackets for cooler evenings, ensuring that there is something for everyone.
To find inspiration for this collaboration, Margherita delved into the archives and catalogs of Max&Co. from the 1990s, drawing on the clean-cut aesthetics prevalent during that era. In a playful tribute to her own name, which means “daisy” in Italian, Margherita incorporated daisy-inspired embroideries, prints, and appliqués throughout the collection. She describes ‘Shall We?’ as embodying a light-hearted and jubilant approach to fashion, infused with a belief that anything is possible in life.
This collaboration signifies a creative resurgence for Margherita, who previously served as the designer for Missoni’s diffusion line, M Missoni. Following the acquisition of the family business by Fondo Strategico Italiano, Margherita decided to step down from her position. In addition to designing the collection, she also models the pieces herself, showcasing her deep personal connection to the project.
Max&Co.llaboration aims to become a recurring aspect of the Max&Co. brand, inviting renowned names as well as emerging talents to collaborate on special capsule collections that represent their own interpretation of the brand’s distinctive codes.
Max&Co. forms part of the esteemed Max Mara Fashion Group and boasts a wide distribution network, with online and brick-and-mortar stores numbering more than 400 worldwide. The ‘Shall We?’ collection is set to be available for purchase from February 2022, catering to fashion enthusiasts who appreciate fresh and innovative designs. This partnership between Max&Co. and Margherita Maccapani Missoni promises to bring forth a shared creative vision and deliver captivating fashion to consumers.
For more information about Max&Co.llaboration and the ‘Shall We?’ collection, please visit the official Max&Co. website:
https://www.maxandco.com/
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