Today, the Italian brand Max Mara, presented its show at Milan Fashion Week, where it celebrates its 70th anniversary, since its creation by Achille Maramotti. Throughout these decades, the fashion house has been in charge of dressing and empowering women.
The concept of the fashion house was born in 1951 in Reggio Emilia, northern Italy, with the aim of dressing the wives of doctors and lawyers, contrary to fashion trends in France, who made creations for the noble and rich of the time. Max Mara always had female empowerment embedded in his brand, those “wives of” who later became the first female lawyers and doctors. The brand came in a variety of styles and silhouettes and gained great popularity thanks to its large sizes.
Nowadays in the hands of its creative director Ian Griffiths, who has been part of the company for more than 30 years, Max Mara presents his latest autumn winter 2021-2022 collection, inspired by British rebellion and Italian style, also mixing the Urban fashion with elements of the countryside, with the intention of attracting a younger audience, but without losing its traditional clientele.
The digital runway show at the Triennale de Milano museum honored Max Mara’s past and gestures towards its future. I personally loved this Fall/Winter 2021 collection which 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 is clear that the Italian powerhouse grab its inspiration from non-other than The Queen herself and I can definitely feel like a queen in any of these ensembles!
My favorite looks were a camel trench coat in cashmere with a matching knitted long sweater which was falling off the shoulders. Also, my all-time favorite Teddy Bear Coat gets another look with this collection in a military green and paired with socks and loafers. Finally, a plaid midi-skirt mixed with a sleeveless vest in deep brown chocolate made its way up to the top of my wish-list.
Of course, several all-camel looks highlighted the potential of this classic shade (Max Mara’s trade color), however; yellows and greens appeared like shoots of new growth in a winter landscape, and there were also tailored urban silhouettes. I enjoyed the rural-meets-urban attitude which unites the collection. 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.
Thanks Max Mara for 70 years of empowering dressing, and to many more years to come!