Elegant yet handsome, you can refer to Max Mara’s Spring/Summer 2024 collection! Creative Director Ian Griffths decided to take you back to the 1940s in the UK with the “Women Land’s Army” workwear, conveying the flexibility and determination of women within the framework of “uniforms”, showcasing a professional yet elegant, confident yet romantic style.
In the 1940s in the UK, all men were recruited into the military, leaving the agricultural and heavy labor responsibilities to the women. This led to the emergence of the Women’s Land Army. During the war, those who had food could endure longer, so a large number of women joined agricultural production. The green trees and reeds in Max Mara’s 2024 Spring/Summer show echo this story of human strength and the historical context.
The Women’s Land Army places great importance on military literacy. Many female soldiers experience the joy of learning for the first time during their service. In addition to developing their work abilities, these trainings also encourage the “land girls” to pursue more creative careers. They publish literary works in “The Land Girl.” In 1944, Vita Sackville-West was commissioned to write the story of the Women’s Land Army and dedicated an entire chapter to the members’ poetry. Vita Sackville-West’s stern, sharp, and independent personality also brought creative inspiration to Max Mara. This female writer’s charming garden in Sissinghurst, England, has left behind numerous photos. Max Mara combines these photos with exquisite black and beige, creating a brilliant floral print.
Max Mara this season, with ingenuity and creativity, echoes the contemporary gardening trend through a pastoral theme, creating a series of comfortable outfits for urban girls. Have you noticed that every corner of the city has turned into a garden in an instant? During her walks, she no longer carries freshly picked flowers in her handbag, but a portable computer and a lunch box; high-heeled sandals are not born for tilling the land, but for striding the streets. When the new era women transform into “earth girls” of Max Mara, they are speaking to the world, conveying an attitude of embracing new fashion trends.
