Max Mara chose to showcase its 2024 early spring collection in the enchanting and mysterious Scandinavia, specifically at the Stockholm City Hall, the venue for the Nobel Prize award ceremony. The collection features 64 looks that combine modern urban fashion with a romantic touch.
Not only is Max Mara known for its classic and timeless coat designs, but it is also skilled at showcasing the confident charm of urban women. This time, the brand takes inspiration from Swedish writer Selma Lagerlöf, infusing her character and qualities throughout the entire collection. Lagerlöf was born in 1858 into a wealthy Swedish family and her thoughts and values were in stark contrast to the rigid and conservative ideals of the time. She strongly supported social change and progress, and her views on women’s roles and “sex” were ahead of her time. In 1909, she became the first female recipient of the Nobel Prize in Literature, marking a milestone in the integration of folklore into Scandinavian culture.
Further reading:
- 2023 Summer Mask Recommendations! Breaking the 5 Major Mask Myths – Can Whitening Masks be Used Daily?
- Xu Anhua’s classic work, Tadao Ando’s documentary! 7 selected must-watch movies at M+ Cinema this summer
- BTS member V’s style! Delvaux’s new L’XXL handbag, a reinterpretation of the classic with an oversized silhouette
Max Mara injects a sense of feminine power into this season’s collection, using practical and sleek 1900s-inspired cuts to present modern elements such as leg-of-mutton sleeves, ankle-length skirts, elbow-length capes, and bow-tie shirts. Light and flowing cinched-waist coats create contrast, with their silhouettes varying in length, adorned with black and ivory braids, tassels, fringes, and stud embellishments, complementing folk patterns. Modern fabrics are re-cut to create fluid lines, discarding unnecessary decorations, and interpreting traditional style women’s shirts from a modern perspective.
Local residents have various interesting customs during the Midsummer festival. One of them is collecting seven types of wildflowers and placing the bouquet under their pillow, hoping to meet their future love in their dreams. This tradition has been referenced by the brand, drawing inspiration from botanical specimen books and interpreting floral patterns from a fresh perspective. Multiple items are adorned with delicate branches and leaves, recreating the fresh and vibrant meadows of the Midsummer festival. The flowing silhouettes, paired with refined white collars and cuffs, create a “new woman” who navigates between the modern and classical.
