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Vincenzo La Torre

Chief Editor, Style; Fashion Editor, Post Magazine


Italian womenswear label Max Mara is celebrating its 75th anniversary in Shanghai, China, with an exhibition at the Long Museum, “The Max!”, which is open to the public until June 28. It was here at the same galleries that its cruise 2027 collection was unveiled on Tuesday night, with a fashion show attended by celebrities including Michelle Yeoh, Eileen Gu, Katie Holmes and Maude Apatow.
Curated by fashion historian Olivier Saillard, the exhibition brings the Max Mara archives to life, with a focus on its bestselling coats, which have become staples in women’s wardrobes around the world.
From the 101801, first created in 1981 by Anne-Marie Beretta, to the Teddy Bear, designed by current creative director Ian Griffiths and released in 2013, Max Mara’s signature coats take pride of place in the museum.

As part of the project, the label also released three limited-edition coats to commemorate the milestone anniversary. They’re all reissues of archival pieces reworked in extremely light pure cashmere. Each demonstrates how those silhouettes remain current and relevant after so many years.
Max Mara began to hold shows for its cruise collections in 2018, and has since debuted the midseason range in cities such as Berlin, Stockholm and Lisbon. Futuristic and forward-looking Shanghai was an apt choice for this year’s show, explained Maria Giulia Prezioso Maramotti in an interview before the event.

“We’re very excited to be celebrating the 75th anniversary of Max Mara here in Shanghai,” said Maramotti, a board member of the Max Mara Fashion Group and the granddaughter of company founder Achille Maramotti. “When we decided to show cruise 2027 here and go on this journey through the archives in the Long Museum, the idea was to showcase the collection in a city that is a symbol of novelty and future.
“So the message we wanted to relay was that, yes, we’re celebrating 75 years of history, but we’re looking ahead. And the archives are part of a story that is never static but alive because, as a team, we always use them to nurture creativity and transmit the values of the brand.”

Named Kinetic Chic, the collection is a celebration of 75 years of timeless style, but it’s far from nostalgic. Modern and energetic, the collection is meant for women on the go, busy types with places to be and things to do.

Top model Chu Wong opened the show clad in a white sequinned maxi coat, a glamorous take on the wardrobe staple that has become synonymous with Max Mara. Sequins for daytime? Why not? If there’s a brand that can do sparkle and glitter in a subtle way, it’s Max Mara. A white Chinese-inspired blouse paired with a sequinned pencil skirt looked super chic and would be as appropriate in a boardroom as at a decadent party.

The waist was a focal point, with knotted belts accentuating the elongated shapes and fluid lines of the clothes.

Modelled by an all-Asian cast, the range has a preppy vibe and some Asian references while also staying true to Max Mara’s Bauhaus-inflected functionality. These are clothes with true global appeal: they would look at home in any modern metropolis, from New York to Tokyo and obviously Shanghai.

While Max Mara is first and foremost a womenswear brand, the show surprisingly featured a smattering of men’s looks, which will certainly please the brand’s male fan base. It’s no secret that Max Mara coats, especially its bestselling Teddy Bear, have a following among guys.

A version of that coat in deep red was simply fabulous. It appeared twice in the line-up: first worn by a male model over a cream suit, and then by a female model, paired with a sequinned gown in the same shade of red.

Grounded in reality and also delivering plenty of unapologetic glamour, this collection is yet another example of Max Mara’s unparalleled ability to respect its heritage while always evolving its aesthetic.

Not many brands would have the confidence to showcase a new collection next to garments, sketches and campaign images dating back to their early days. It was a remarkable display of the company’s staying power and its unique place in the industry.


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Fashion

Max Mara unveiled its cruise 2027 collection in Shanghai alongside 75th-anniversary exhibition ‘The Max!’

The Max Mara cruise 2027 show took place at the Long Museum in Shanghai. Photo: Getty Images

The Max Mara Metric coat, from 2015, was reissued for the anniversary. Photo: Handout

Maria Giulia Prezioso Maramotti and actress Katie Holmes at the show in Shanghai. Photo: Getty Images

Actress Michelle Yeoh at the Max Mara show. Photo: Getty Images

The show opened with a white maxi coat with sequin embellishments. Photo: Getty Images

A mandarin-collared blouse paired with a sequinned skirt. Photo: handout

The waist was accentuated with knotted belts in materials such as leather. Photo: Getty Images

Freestyle skier Eileen Gu wore a sequinned dress paired with a coat. Photo: Getty Images

The collection also featured a few men’s looks. Photo: Getty Images

A Teddy Bear coat in deep red paired with a matching sequinned gown stole the show. Photo: Getty Images

The show took place in the same galleries where “The Max!” exhibition is held. Photo: Getty Images

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Bulgari Tubogas necklace in 18k yellow gold. Photo: Handout

Pharrell Williams tries out a necklace from his own Tiffany Titan collection. Photo: Handout

Messika Move Link necklace. Photo: Handout

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A clip depicting a pharaoh. Photo: Handout

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Attended by celebrities including Michelle Yeoh, Eileen Gu, Katie Holmes and Maude Apatow, the runway show celebrated timeless style with modern sensibilities


Attended by celebrities including Michelle Yeoh, Eileen Gu, Katie Holmes and Maude Apatow, the runway show celebrated timeless style with modern sensibilities.


Max Mara unveiled its cruise 2027 collection in Shanghai alongside 75th-anniversary exhibition ‘The Max!’

.css-1c6uqr6{color:inherit;font-weight:inherit;font-size:inherit;font-family:inherit;line-height:inherit;overflow-wrap:break-word;}Attended by celebrities including Michelle Yeoh, Eileen Gu, Katie Holmes and Maude Apatow, the runway show celebrated timeless style with modern sensibilities

Attended by celebrities including Michelle Yeoh, Eileen Gu, Katie Holmes and Maude Apatow, the runway show celebrated timeless style with modern sensibilities