For his 70th birthday, Max Mara brings out the big game

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On Thursday, Max Mara celebrated his 70th birthday with a presentation video full of energy and momentum, shot at the Triennale, Milan’s famous art exhibition space.

We see the models strolling in the bright galleries of the institution, wearing the classy clothes of Max Mara, whose fashion has always evoked architecture. In the background, a remix of classical music signed by the famous New York DJ Johnny Dynell.

For Fall-Winter 2021, the creative director of the house, Briton Ian Griffiths, focused on Max Mara’s flagship category, coats: in the first look, a pilot jacket in shearling, worn over a alpaca coat, back stamped with the date 1951, in a large Latin font.

It was on this date that founder Achille Maramotti launched the brand, in the city of Reggio Emilia, in northern Italy, with the initial target audience “the wives of notaries and local doctors”.

Ian Griffiths brought the ambience of wild moorland and the harshness of rural life to the urban jungle, like this shaggy mohair coat with an extra large collar, which enveloped the model, or these sensual mini cashmere dresses , also decorated with the year 1951.

Foreigners often imagine Italy as a warm and sunny country, but the region of Emilia-Romagna – where Max Mara is located – sometimes experiences very cold winters. And there was something terribly heartwarming about these opulent clothes, enough to get away from it all in a chilly weather in the Po Valley, or even during an ice storm in Texas. As if warned of bad weather to come, many models wore hiking boots and thick socks, their heads covered in scarves, oversized hoodies and caps.

But Ian Griffiths decided to bring a new dimension to the brand, with caramel cashmere four-pocket flap pea coats, worn over ocher quilted vests and velvet slit skirts, suede padded coats with equestrian trims, or again – taking up a major trend – a few large Irish sweaters, available in brown and lunar gray tones.

The entire presentation took place under the brand name, which was repeated in capital letters between exclamation marks, suspended from the ceiling like banners saluting the return of the warriors to their hometown.

City and the World, from the city to the rest of the world, so goes the papal blessing, but also with Max Mara – where the wise idea that its founder had to dress the provincial notables has turned into an Italian empire of fashion, which still dresses the world. When Achille Maramotti died in 2005, he was one of the richest men in Europe.

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