Max Mara Unveils ‘vesuvian venus’ Collection in Naples for 75th Anniversary

In a dazzling display of Italian heritage and modern design, Max Mara launched its “Vesuvian Venus” collection in Naples, marking the beginning of its 75th-anniversary celebrations. The collection, presented against the backdrop of Mount Vesuvius, draws heavily from the romanticized vision of Naples and the iconic Italian style of the 1950s.

A Fantasy of Italian Style

Ian Griffiths, who has spent 38 years at Max Mara, described the collection as a “fantasy of naples,” emphasizing the city’s quintessential Italian character. The designs evoke a sense of romanticism and nostalgia, transporting viewers to a golden age of Italian fashion.

Did You No? Max Mara was founded in 1951,placing it squarely within the era that inspired the “vesuvian Venus” collection.

Cinematic Inspiration

Griffiths’s mood board featured iconic actresses Sophia Loren in *It Started In Naples* and Silvana Mangano in *Bitter Rice*, both embodying the voluptuous and powerful female figures that defined Italian cinema of the time. Thes cinematic references served as a foundation for the collection’s design elements.

The Royal Palace of Caserta: A grand Venue

The show took place at the Royal Palace of Caserta, known as the world’s largest royal residence. The choice of this venue underscored the collection’s grandeur and its connection to Italian history and culture. “We chose it simply because it was the most impressive place that we saw,” Griffiths stated.

Key Design Elements

The “Vesuvian Venus” collection features a blend of masculine and feminine elements, contrasting Neapolitan tailoring with delicate and sensual designs. Short-shorts, inspired by Mangano’s attire in *bitter Rice*, are a central motif, juxtaposed with structured tailoring and flowing silhouettes. Garments in Neapolitan gelato pink, ivory rib-knit sets adorned with sequins, and black wool work shirts showcase the collection’s diverse range.

Pro Tip: Look for sweetheart necklines that venture beyond Max Mara’s typical designs, adding a touch of playful sensuality.

A Star-Studded Event

The show was attended by Gwyneth Paltrow, who starred in the 1999 film *The Talented Mr. Ripley*, which was set in the 1950s. Her presence highlighted the collection’s connection to the cinematic era that inspired it.

Celebrating Cultural Identity

Griffiths noted that contemporary culture has become increasingly homogeneous, making it essential to revisit the golden age of specific locations to rediscover their unique cultural identities. Max Mara’s “Vesuvian Venus” collection serves as a celebration of Italian heritage and a reminder of the country’s rich artistic legacy.

Max Mara’s Legacy

As Max Mara embarks on its 75th-anniversary celebrations, the “Vesuvian Venus” collection reaffirms the brand’s commitment to timeless elegance and its ability to capture the essence of Italian style. The collection is a testament to Max Mara’s enduring influence on the fashion world.

What are your thoughts on the blend of masculine and feminine styles in the collection? How does it compare to Max Mara’s previous collections?

What aspects of Italian culture do you find most inspiring?

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