I guess you MIGHT need something cute to go buy a bunch of plastic storage bins?????? You never know who you’ll run into, after all. I actually think this collection is really good. Very wearable. If I were a Fancy Business Lady With Money, I’d buy a lot of it for work! But the setting here is so distracting. It’s a shame that it photographs this way, because the location itself actually sounds really cool. Per Vogue:
A giant teddy bear kept watch over Max Mara’s 75th-anniversary celebrations at Shanghai’s Long Museum. The supersized mascot was a tribute to the teddy coat, the brand’s fluffy phenomenon, which, alongside the immortal 101801 camel coat, has wrapped countless women in a cocoon of practical chic. The talent for making pieces that survive every trend cycle and emerge impeccable after years of real-life wear is the Max Mara secret sauce. To mark the milestone, the label unveiled its resort 2027 collection in tandem with “The Max!”, an exhibition curated by Olivier Saillard. Think Night at the Museum, Reggio Emilia style.
For the exhibit, Saillard recreated the atmosphere of the Biblioteca e Archivio d’Impresa, launched in 2003 by house founder Achille Maramotti to preserve and catalogue Max Mara’s history. Garments, fabrics, sketches, and photographs were displayed from warehouse-style crates, as if the brand’s memory had been unpacked for public viewing. Pre-show, visitors moved through nine chapters, devoted to the Maramotti cutting and sewing school, the company’s first factory, the evolution of its stylistic vocabulary, the art of tailoring, its enduring icons, and a meditation on color, among other things.
This is conceptually awesome and I bet it was interesting. I just someone had realized that, from afar, all this chic women look like they’re shopping for new closet organizing systems.
