When Achille Maramotti founded Max Mara in 1951, he set out with a firm ambition to clothe the wives of local lawyers and doctors.
A goal that might sound parochial in fact turned out to be future-proof, for Maramotti knew those very women would go on to become lawyers and doctors themselves, and remain loyal to the brand while doing so.
Today, the Italian label’s 70th anniversary runway show held, digitally, at Milan Fashion Week, celebrated these women and their journey to empowerment, with a collection that underscored Maramotti’s original manifesto; to design beautiful, real-world clothes for real women.
Inspired by British country attire and Max Mara advertising campaigns from the 1950s, creative director Ian Griffiths delivered a collection that combined British kook with Italian elegance for a city-meets-country wardrobe of voluminous quilted bomber jackets, shin-skimming kilts, chunky socks and hiking boots alongside tailored suits in Tattersall checks with organza ruffle-front shirts. The brand’s iconic camel hair came reworked as diamond-quilted capes and oversized biker jackets.
Alongside the bestselling Teddy Bear coat style in a new green colour were quilted vests and waterproof riding jackets. Oversized intarsia knits embroidered with 1951, giant square sunglasses and silk scarves tied bonnet-like on the head added playfulness to an otherwise immensely effortless, practical collection.
