Italian fashion house Max Mara was established in 1951 and has since grown exponentially. Achille Maramotti’s brand was one of the first to introduce ready-to-wear clothing, which was then followed by some of the most influential brands of today. With around 2250 stores in over 90 countries, the brand has become increasingly popular.
Over its lifetime, it has been home to designers such as Karl Lagerfeld, Narciso Rodriguez, Luciano Soprani and Dolce & Gabbana. In addition to the main Max Mara line, the brand also boasts another 22 additional collections. These include Marina Rinaldi (named after Maramotti’s great grandmother who once owned her own line of haute couture), Marella, PennyBlack, iBlues, ‘S Max Mara and Weekend Max Mara.
The Max Mara resort show took place in Bond Street, London, at the brand’s new flagship store. The collection was inspired by the recovery of Britain after World War II, particularly the British spirit to rise, recover and fight back against the destruction. This was evident in some of the accessories, such as ear-covering hats (known as Ushanka) worn by pilots in the war and boxing gloves, which seemed to embody the idea of a “fighting spirit”.
The collection had predominantly loose and boxy cuts, giving it a masculine look. Accessories were bold and large, adding to the large and loose feel. Whilst the colour scheme was largely black and darker colours, some looks were extremely brightly coloured all over, giving the whole collection a refreshing feel. A feminine touch was added to some pieces with floral prints and silk and satin materials, with some pieces having metallic fabrics giving them an edge. The brand logo was embellished across many accessories and pieces, making them instantly recognisable. Max Mara is recognised by its coats, and in this collection the coats had a loose and masculine feel. Coats were worn like capes and were almost similar to a boxer’s robe, again mirroring the idea of a “fighting spirit”. Overall, the collection was bold and unique, with its inspirations being easily recognisable.
Images Source: Womens Wear Daily and styleclone.com.