A Modern Approach to Traditional Shapes and Fabrics

This year, 2011, marks the 60th anniversary of Max Mara, founded in 1951. At the Milan Collections held at the end of February, the brand presented a style that elegantly blends modernism with the classicism reminiscent of 1960s London, England. The theme: "Cool Mods Woman."

Let's examine the collection. The first notable feature is the minimalist lines, stripped of all superfluity, that evoke a sense of sculptural beauty. While possessing a quietude akin to men's tailoring, the subtle shapes and soft materials like mohair and alpaca ensure that femininity is not overlooked. It's also worth noting the pairing of outerwear with a distinct British military feel—such as parkas, duffle coats, and stand-collar coats—with super-skinny leggings, pencil skirts, and classic A-line skirts.

As the looks progressed towards the latter half of the show, classic British country styles were elevated into urban, sophisticated ensembles, for instance, by embellishing tartan checks with lustrous threads or transforming quilting into bustier dresses.

The color palette is a chic and beautiful range of grays, various shades of pale powder, browns, '60s yellow, antique silver, and gold. It conveys intelligence and elegance.



In the 1960s, the "Mods Woman" was a woman who, unburdened by existing stereotypes, embraced new fashion and music, possessing an independent spirit that challenged the old order. She eschewed the flared silhouettes and excessive ornamentation that emphasized traditional femininity, favoring minimalist attire. This spirit resonates strongly with Max Mara's vision of womanhood.

"An elegant woman is a true woman. A woman who exudes a consistent grace in her speech, her walk, her thoughts, and in the clothes she wears."──These are the words of Luigi Maramotti, Chairman of Max Mara. Such elegance stems from an intelligence that understands how choosing truly fine things enhances one's presence, coupled with the innovation and confidence to embrace the new. This philosophy is vividly expressed in the current collection.

Max Mara Japan
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