Max Mara presented a remarkable collection inspired by Scandinavian culture and the empowerment of women. The influence of iconic Swedish author Selma Lagerlöf, the first female Nobel Prize winner, could be felt throughout the designs. The show took place in the grand Blue Hall, a redbrick space traditionally used for the Nobel Prize ceremony, adding a sense of prestige to the event. The guest list included prominent figures such as Demi Moore, Lily Collins, Amy Adams, and Kathy and Nicky Hilton, making it a truly star-studded affair.
The collection featured wearable pieces with a touch of Scandinavian flair. Max Mara classics were infused with Scandi elements, such as tassels and rivets, giving them a fresh and contemporary twist. The Swedish smock served as inspiration, reimagined into elegant hippie-style dresses. The pre-show mood board showcasing mini waistcoats transformed into sleeveless blazers with frayed hems, while Camelandia coats were adorned with late 19th-century leg of mutton sleeves, adding a touch of historical charm.
The show’s setting was equally enchanting, with the dinner taking place in the opulent Gold Hall. The hall was adorned with golden mosaics depicting Swedish legends and myths, creating a magical ambiance. The collection drew inspiration from the rebellious spirit of Lagerlöf, who challenged societal norms and defied conventions. It embraced a sense of freedom and self-expression, reminiscent of Ibsen’s heroines fighting against the constraints of their era.
This cruise collection showcased Max Mara’s ability to merge contemporary fashion with cultural influences, as the brand shifted its focus from past resort displays in warmer climates to explore the Nordic region. The incorporation of high-top sneakers extended up to the knee, paired with foam brothel creeper soles, added a youthful and unexpected twist to the looks. The inclusive cast of models wearing graphic paper floral wreaths brought a touch of Max Mara’s distinctive style to the show, highlighting the brand’s commitment to diversity.
Overall, the collection was a testament to Max Mara’s creativity and versatility, as it celebrated the rich heritage of Scandinavian culture and the pioneering spirit of Lagerlöf. The show marked a departure from previous resort displays and demonstrated the brand’s ability to constantly evolve and push boundaries in the world of fashion.
