70 Years of Max Mara
The Fall/Winter 2021 collection draws on the brand’s distinguished history.
Achille Maramotti founded Max Mara in 1951. That year appears throughout the brand’s latest collection – on the back of a soft camel jacket and on the front of cozy sweaters. A lot has changed since 1951, for Max Mara and also for the women who wear it. The new collection celebrates the professional women who have become Max Mara’s clientele and have risen, over the past 70 years, through the workforce and advanced gender equality. With a digital fashion show at the Triennale de Milano museum, Max Mara honors its past and gestures toward its future.
Max Mara is headquartered in Italy, but its emphasis on classic British style is on display here. Creative director Ian Griffiths took inspiration from none other than The Queen herself. In the digital runway show, Max Mara crowns a queen with a camel coat rather than a crown, knowing that the right attire can make any woman feel like royalty. The beloved Teddy Bear Coat gets another look with this collection, and several all-camel ensembles highlight the potential of this classic shade.
The Fall/Winter 2021 collection features thick, draping layers. Richly textured sweaters and flowing skirts effortlessly combine comfort and style. There are plenty of looks well-suited to a day spent in the British countryside, complete with boots that are both sensible and beautiful.
It’s not all neutral, however; yellows and greens appear like shoots of new growth in a winter landscape, and there are also tailored urban silhouettes. The rural-meets-urban attitude unites the collection, offering British rural style with Italian flair. Equestrian capes and “thornproof” jackets suggest a day on the farm, but sturdy loafers are equally ready to hit the pavement. It’s this kind of versatility that defines Max Mara and the determined, motivated women that it aims to dress.