Within Max Mara’s bi-annual runway shows—we’re excluding their jet-setting Cruise collection presentations in this instance as they stand within a league of their own opulent glamour—two things are certain. The foremost being creative director Ian Griffiths’ devotion to sartorially uncovering an unsung heroine. The latter is an exploration of Italian sophistication rooted in codes of resort wear.
For this season of Milan Fashion Week, we can assume Max Mara will return to the runway with to continue these motifs after their folkloric Resort 2024 collection presented earlier this year in Sweden.
Armed with a restorative aim to bring forth forgotten muses into fashion’s lexicon, Max Mara will undoubtedly deliver the next iteration of balmy Riviera style.
Seasons past have seen the likes of French beatnic chic and bourgeois rebel Françoise Sagan, Romanian-Jewish member of the café society Renée Perle and Marquess mathematician Émilie du Châtelet serve as the creative impetus for Griffiths’ collections.
So, with a vast wealth of source material within Max Mara’s reach, there’s no telling which overlooked icon has captured the British designer’s attentions.
What is certain, is that our diaries are marked and calendars are cleared for September 21—this coming Thursday—to view firsthand Max Mara’s effortlessly elegant spin on Spring/Summer dressing.
Irrespective of your location, whether that be runway-side in the front row of Max Mara’s show or in the comfort of your own abode, Max Mara invites you, dear reader, to view the collection in all it’s high definition glory.
Taking place on Thursday September 21 at 9:30AM local time—or 5:30PM should you be turning in from Sydney—the show is set to be a spectacle worthy of your attendance, albeit virtual.
See you back here then to watch the show below.