Max Mara presented it’s Resort 2027 collection titled “The Max!” this June in Shanghai.
The collection was presented at Shanghai’s Long Museum. The location selection of Shanghai was meant to symbolize China’s longstanding importance and contributions to the global luxury market.
Creative Director Ian Griffiths stated the Resort 2027 concept was “Kinetic Chic”, with the collection being designed for women always in motion. Blending Max Mara’s signature tailoring with Shanghai’s cultural history, designs included interpretations of traditional Chinese fastening details and cheongsam silhouettes.
Red was a standout color, appearing in eveningwear and outerwear styles. In China, the color red is symbolic of luck, celebration, and prosperity.
Front row attendees included actresses Maude Apatow, Michelle Yeoh and Katie Holmes, along with Olympic skier Eileen Gu, showcasing the global cultural significance of the event.
Along with a Resort 2027 runway show, the brand further celebrated their anniversary with an immersive archival exhibition, honoring Max Mara’s past and future.
The collection will be featured in an exhibition open to the public through June 28th, 2026. It explores Max Mara’s archives, heritage, and values.
Max Mara’s founder, Achille Maramotti built Max Mara on the philosophy that sophisticated clothing should be made accessible to the modern working woman, a principle that still holds true 75 years later.
The coat has become the ultimate signature symbol of Max Mara. In honor of this style, the luxury maison released three archival coats in limited quantities, with 200 pieces of each style available worldwide.
The exhibition honors the coat-making heritage of Max Mara’s brand identity, showcasing how design history and longevity can be positioned into a cultural event.
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