The New Chapter of Max Mara
The Brera Academy of Fine Arts in Milan was the setting this morning for the Max Mara spring summer 2021 fashion show. In a place of art and beauty, the Reggio-based company presented a collection inspired by three key concepts: rebirth, renewal, reconstruction.
"Like the indomitable heroines of the Renaissance, Max Mara women are, in every field, rebuilding the world - better than it was before", declares the brand. Because even Max Mara does not give up on the trend, followed by many, to focus everything about sportswear, but rather is interested in recovering style codes, updating them and integrating them with inspirations that come from the world of contemporary art.
The brand has in fact created an art award dedicated to women to support and promote an art culture . And this is one of the reasons why the starting point is the work of the Scottish artist Corin Sworn, also winner of the 2013-15 edition of the Max Mara Art Prize for Women. His multimedia installation "Silent Sticks" is inspired to the Commedia dell'Arte of the Italian Renaissance, with its recurring themes of identity and gender ambiguity, intrigue, tragedy, comedy, desire and magic has been transposed into graphics and aesthetics in a reinterpretation of the costume of the page.
The renaissance cloak and the most modern parka meet with functional pockets, press studs and laces and become an elegant urban uniform. Contrasting stitching and damask applied patches evoke the golden weaves of a Mantuan ducal room. The new Renaissance also generates new silhouettes: short and elegant, long and wide, with flared sleeves or worn as hoods. And it must be said that Max Mara was founded in another period of rebirth. In the period of the post-war fashion boom, Italy reinvented the classics with craftsmanship and a careful look at design, believing in the concept of “Bella Figura” which summarizes the importance of presenting oneself at its best. It is the modern alchemy of Max Mara, functional and always, unmistakably, chic.
