A fanfare, a drum roll, a salute; a cavalcade, a jubilee, a coronation. Triumphant and unstoppable, striding through the festive, flag-lined city streets, the Max Mara woman is a self-made queen.
She’s come a long way since 1951. Achille Maramotti declared that when he founded Max Mara, his sights were on ‘the wives of the local notaries and doc- tors’. He chose well. Those stalwart women went on to get jobs of their own; they rose and rose, and Max Mara went with them.
Britannic style with an Italian accent; authentic, sometimes eccentric. It’s been a recurring theme at Max Mara right from the start and it’s the backbone of the anniversary collection. Max Mara’s young queen brings the scent of the wild, windy, heather-clad moors to the city. She’s the kind of woman who handles anything that life throws at her calmly, capably, and with insouciant glamour. Picture her galloping across that rugged landscape on horseback or marching, with her favourite dogs at heel. Picture her at the wheel of a truck, ﬁxing an engine, or handling a helicopter with perfect ease.
Essential kit features Max Mara’s voluminous new bombers designed to layer up over just about anything, and ‘thornproof’ jackets with multiple pockets, in softest alpaca. Max Mara’s trademark camel hair is fashioned into diamond-quilted jackets –the wadding is camel hair too. She wears them with kilts that sit slouchily on the hips, chunky socks and sturdy walking shoes. And to complete the urban-county mix, there are impeccably tailored suits in tattersall checks, chic graphic tartans, oversize aran knits, velvet elbow patches and jaunty jabots in organza.
The jewel in her crown is her Max Mara coat, of course. In cuddle-some teddy, long haired camel, or sleek drap, it’s the perfect harmony of volume, proportion, balance, construction and ﬁnish.
How to describe that seventy year ascent to the top? Thrilling, exhilarating, epic? Yes, all of those, but the astonishing advertising graphics commissioned by Max Mara in its ﬁrst decade sum it all up in a single character: a simple exclamation mark.