The one scheduled on the second day of the Milan Fashion Week 2021 is an important fashion show for Max Mara. With the autumn winter collection, the brand celebrates its 70th anniversary, paying homage to the strength and determination of the women who have inspired Achille Maramotti since the brand’s foundation in 1951.
These qualities, worthy of queens and fighters, translate on the catwalk into an imaginary royal parade of triumphant princesses on a day of celebration. With a mix of British style and Italian taste, the young queen of Max Mara brings the colors and scents of the English heath to the city, through a series of functional outerwear such as the “thornproof” jackets in very soft alpaca with utility pockets and the new oversized bomber jackets to wear over any look. Camel, the brand’s symbolic fabric, is available in quilted jackets to be worn with kilts, thick socks and resistant shoes. The pleasure of the very British touch is also found in details such as graphic tartans, velvet patches, organza jabots and the Aran processing of oversized sweaters.
The fashion film directed by Jonathan Emma exclusively for Vogue, with the looks of the new Max Mara fall winter 2021 2022 collection, tells through images the joyful dynamism of the 70th anniversary collection of Max Mara. A few moments after the show, some of the models, still charged with the energy of the catwalk, caught in a moment of absolute freedom, affirm that they are young women of the Max Mara world, moving to conquer the spaces of the show.
Amandine, Jits and Mao are strong and determined women, they have the same qualities that inspired the Reggio Emilia entrepreneur seventy years ago, and they don’t hold back when it comes to showing everyone the pasta they are made of. The Max Mara looks facilitate the undertaking, making them feel confident, proud and unstoppable, like a queen on a day of celebration.