Max Mara is a byword for power dressing, but its steadfast commitment to high-quality, trendless clothing has won the brand a new generation of radical fans
Published: Dec 12, 2022
Max Mara’s clothes imbue their wearer with a feeling of security, of confidence in her own power, a magic trick most directly associated with those aforementioned coats. Long a fashion- Like many of Italy’s fashion businesses, Max Mara is family owned. In 1951, Achille Maramotti had the idea to mass-produce the kind of high-quality clothes that Italian and French couturiers were making. Throughout its half-century-plus history, Max Mara—named for an abbreviation of Maramotti’s surname and Max, a local character in his hometown of Reggio Emilia—has spawned a dizzying array of diffusion brands .
The three-day resort show, a suave affair, was staged within the gardens among the pools of the Calouste Gulbenkian Museum, one of Lisbon’s marquee arts institutions. Mention Lisbon, Griffiths noticed, and people would say, “Oh! I’ve always wanted to go there.” It’s become a magnet for young Europeans relocating from more expensive cities and a hub of contemporary culture and design.
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