Max Mara @ SS2013 Collection

Max Mara SS2013 collection is based on a number of very precise keywords taken straight from the ‘golden age’ of the Made in Italy concept that coincides with the heritage of the Maison. Fashion statements such as sport deluxe, colonial, Africa and safari style, filtered through the iconic style of Max Mara. Centre stage is taken by safari jackets, trenches, jumpsuits and tuxedos: classic cult items with a fresh and feminine twist that have inspired almost all the looks for the season.

 For outfits with a striking impact, where the silhouette gets transformed by the lightweight, yet textured fabrics - such as organza and gazar-that allow new volume and a highlight on the shoulders and sleeves. Plus a host of gorgeously original and sophisticated combinations that bring together top quality viscose, suede, silk and techno-silk. The same effect is seen in the dresses, dust coats and blouson shirts, perfectly paired with calf-length skirts or trousers with pleats, in keeping with an ‘athletic chic’ look evident in the ‘Olympic’ necklines of blouses and deluxe t shirts. 

The color range is also inimitably Max Mara, featuring warm shades (tan, beige, camel, tobacco, earth), cold shades (in every icy nuance of pale and dark blue) and deepest, ultra-sophisticated black. All in an iconic, subtly ironic collection, with new combinations of patterns that mix floral/military prints, madras and animal prints, combined with one another. Specifically studied to highlight proportions and silhouettes, in a less causal, more fashionable style that also characterizes the accessories, small bon ton leather bags in several colors or maxi wild Boston bags in ultra-soft nappa leather, stamped crocodile or total fur. Plus clogs with a thick heel and alligator, animal or ponyskin print details, as well as oversized tortoise shell glasses that recall the contours of the first model proposed by Max Mara.

 Max Mara City is the new collection created with the aim of bringing back a series of the Reggio Emilia Group’s must-haves, “re-engineered” using cutting-edge technical solutions made possible by the most contemporary research into materials, fabrics and tailoring technologies. These new cult, metropolitan items are perfectly able to combine future with tradition, enhanced with the sophisticated elegance that is the hallmark of Max Mara. The fruit of a thorough analysis of today’s way of life, the demands of travel and the sudden shifts in temperature we have to cope with even in the city, the Max Mara City label will feature a whole new range of coats, jackets, trench coats and cabans, made more functional and versatile than ever by the use of high-performance fabrics and innovative details, such as the opportunity to freely combine the articles with one another.

Item zero of the project is the robe coat, destined to be a permanent feature in the range. Subsequently, other models will be presented with every season, all of them inspired by items that have written the history of the MM heritage: for example the classic sportswear-look over-jacket with kimono sleeves, or the distinctive trench coat with a feminine makeover, specifically selected for the launch collection.