A story of tradition, wisdom and mastery, intertwined with a deep love for the aesthetics of beauty and elegance, celebrate the
70th anniversary of Max Mara . Seventy years have passed since that moment when Achille Maramotti founded the empire now known in every corner of the globe. The entrepreneur had the foresight, notes
Ian Griffiths , to imagine a market for his business, still immature, in which he planned the production of coats on a large scale. He correctly intuited the rise of the female class that until that moment had silently accompanied the most successful businessmen in an Italy in full economic recovery. A class of professionals who were growing exponentially both in terms of rights and in the field of career, still not represented by a style suited to the world of work.
Max Mara wanted to frame them right from the start, climbing the steps of success together with them. She has thus decided to dress women who, with their talent, have reached the highest peaks of professional success, becoming doctors, lawyers and, no less, vice-presidents of the United States of America. Today, to celebrate this not only professional milestone, the tribute takes on existential meaning. The launch of the 7 for 70! collection is based on a unique premise, namely the presence of the number 7. It is no coincidence that 7 represents the number of completeness according to Buddhism, which is echoed by the 7 gifts of the Holy Spirit and the 7 heavens created by God according to the Koran. A number that evokes completeness, knowledge and discovery, in the juxtaposition with the archetype of the Sage who embodies the aptitude for meditation and the propensity for intuition.
7 Artists for 7 T-Shirts: Max Mara Presents 7 for 70! Anniversary Capsule Collection
The special edition that sees the creative genius of 7 artists engaged consists of 7
special and unique T-Shirts , which celebrate 70 years of Max Mara fashion. A tribute that underlines the colossal historical impact that the brand had on the production system, starting from the concept of modern prêt-à-porter. The collection is a true imaginative story shaped at the creative discretion of each individual artist. A path to be worn where the fabric becomes an immaculate canvas to be painted according to the celebratory manifesto of Max Mara luxury. The core of this meaning is to be found in the choice to favor the T-Shirt as an iconic garment, capable of giving voice to a strong celebratory intent. In fact, the T-Shirt has always been considered a "manifesto dress", unchangeable despite the passing of time and the fading of fashions. A true blank canvas on which to impress a communicative intent destined to remain, despite the instantaneous speed that today's expressive forms have assumed. As incisive as a tweet, immediate in being “easy to wear” and never banal in the message, the 7 T-Shirts are ready to reach the entire network of numerous fashion enthusiasts.
William Wegman, the Polaroid Photographer and the Camel Coat 101801
William Wegman’s famous photographs of Weimaraner hunting dogs, immortalized while wearing the iconic
Max Mara 101801 camel coat , are immediately recognizable. Dating back to 2001, the breed chosen by the artist lends itself perfectly to this type of shot, as they are “
Really serious and so focused that it’s funny ,” as Wegman himself states. The series represents one of the reinterpretations of the journey involving the seven renowned artists, starting with the limited edition Dogstar T-Shirts available in 3 different colors. A Polaroid on pure cotton jersey that is a must-have for any fan of Max Mara’s history.
François Berthoud, the famous illustrator for Max Mara
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The T-shirt is a very simple way of telling the world who and what you really are ." According to Dennis Nothdruft, head of The Fashion and Textile Museum in London and curator of the important exhibition "T-SHIRT, CULT, CULTURE - SUBVERSION", this could only be the item to dedicate to a retrospective of 70 years of the brand's history. A Capsule Collection as precious as an art exhibition in a modern gallery, thanks to the prints created with
François Berthoud 's unmistakable dripping technique. Also dating back to 2001, they were commissioned from the artist on the occasion of another important anniversary, the brand's 50th year of activity. The artwork represents a reinterpretation of the iconic 101801 coat, which Berthoud created by superimposing two distinct parts of the paper pattern of the
coat . From this artistic intuition, Berthoud then intertwined the female features of the faces created at a later time. A tribute to the strong orientation towards femininity exalted by the brand in favor of all women. An ideal choice for every customer who deeply feels the themes of female empowerment, without giving up the charm of a masterpiece printed on a T-Shirt.
Brian Grimwood and the sea dear to the Max Mara catwalk
It is undeniable that the T-Shirt is the most basic garment of all, yet it is capable of expressing the identity of the wearer much better than other stylistic choices. Maria Grazia Chiuri was already able to convey the power of a message through her famous T-shirts: a way to reinforce ideals, transmit important messages and act as spokespersons for historic declarations of identity. A modus operandi that has been part of Max Mara's creative flair for 70 years. For this reason, it was decided to involve numerous artists in the project, such as
Brian Grimwood , the vision boarder of the collection dedicated to sea inspirations. The show dates back to the Max Mara Spring - Summer 2016 catwalk and today the 7 for 70! Anniversary Capsule Collection re-proposes the famous marine-themed graphics. An ever-current dive into the depths of the sea by the artist who, as Peter Blake states, revolutionized the world of British illustration.
T-Shirts dedicated to the ethereal world of Russian ballet
Valery Katsuba 's works depict stolen moments from the classical ballet of the stars of the Bolshoi Theatre while wearing the famous camel coat 101801, the leitmotif of the entire Capsule Collection. A choice that tells the poetry in the moment in which fashion and performance unite their characteristics creating a single masterpiece. Valery Katsuba and his famous works dedicated to Max Mara were inaugurated in the Moscow edition of the “COATS!” Exhibition in 2011.
Brigitte Niedermair and the interpretation of the Max Mara Teddy Coat
The Max Mara Teddy Coat, a recent icon of the brand photographed in 2020 by the artist
Brigitte Niedermar , becomes an accessory that flourishes in a new Renaissance. The shot featured on the 7 fo 70! Anniversary Capsule Collection T-Shirts by Max Mara is inspired by the Renaissance paintings of the flourishing Italian cultural period. A relevant message that frames an outerwear item with a profound communicative function: the
Max Mara Teddy Coat is in fact a mix that represents the solidity of the brand and the support for an emancipated feminine. A choice that does not forget the beauty and delicate elegance of the essentiality of Max Mara luxury immortalized on a bright red T-shirt, ideal for those who want to stand out with elegance.
Brunetta, the partnership between the icon of Italian illustration and Achille Maramotti
An icon in the panorama of fashion illustration like
Brunetta was a fitting choice to celebrate the great success of Made in Italy Max Mara. The drawings commissioned to the illustrator by Achille Maramotti himself, represent the portrait of the styles that crossed the most famous jet-set from the 20s to the 80s of the last century. The T-Shirt thus becomes a cult object, a true tribute to the History of Fashion.
Erberto Carboni, from advertising graphics to the Max Mara catwalk
The Max Mara Limited Edition concludes with the T-Shirts inspired by the work of
Erberto Carboni . The style choice re-proposes the advertising graphics in vogue in the 60s and launched on the market to declare that simplicity can be a very incisive message. The subject of the T-Shirt, the “simple” exclamation point by Erberto Carboni, a theme that opens up to vast interpretations in the communication field. For enthusiasts, it is a detail that will not have escaped notice on the
Max Mara Fall – Winter catwalks. Ready to choose your favorite T-Shirt and write another chapter of history together with Max Mara?
Buy online the Max Mara T-Shirts from the 7 for 70 anniversary collection