A digital anniversary in Max Mara style: for the 70th anniversary show, the brand transformed a room in the Milan Triennale design museum into something similar to heraldic flags on the ceiling of London’s Regent Street during the festivities The runway show, which opened with a celebration of the house’s signature color, included the mock coronation of a Queen of Max Mara who was given a camel coat in place of a crown.This gesture heralded the collection’s British theme and symbolized the company’s practical spirit, which Achille Maramotti founded in 1951 to dress real women

Creative director Ian Griffiths continued to adopt this original intention and designed an anniversary collection that celebrated the brand’s roots but left no room for nostalgia.In fact, there was a Max Mara collection here that was refreshing in its modernity and playfulness was, with a plethora of new items such as bomber jackets and waterproof outerwear and a more decorative spirit, Griffiths wanted to pay tribute to the animals that offer the fine fibers that Max Mara employees use to make their luxurious garments, and put in a range of microfoulard designs Order depicting adorable alpacas and camels printed on silk interpretations of kilts as well as on the Queen Elizabeth II style headscarves worn

The queen – and also the rebellious look of the late supermodel Stella Tennant, who ran multiple Max Mara shows during her career – influenced the rural feel of the collection, which includes a range of Aran sweaters, hunting jackets, quilted vests, and rider capes Typically feminine accents were set over silk blouses with delicate ruffles, while Griffiths presented a disrespectful corduroy version of the classic tuxedo for the evening, which Tennant would certainly have interpreted in the most beautiful way


World news – FI – Max Mara RTW autumn 2021

Source: https://wwd.com/runway/fall-ready-to-wear-2021/milan/max-mara/review/