Max Mara Magic – Xmas Project 2021
We are already dreaming of the holidays. The Max Mara team is already hard at work creating a calendar fit for a fashion Queen. It’s our fanfare, our drum roll: the sparkling climax to a year-long celebration of the founding of the brand in 1951. 70 years on, 2021 has given us a chance to reflect on a woman’s journey through seven extraordinary decades and invite her to celebrate as we present our gifts to her – the Max Mara customer.
Where do we start? Alongside the critically acclaimed catwalk collection, in store and online, there will be capsules specifically curated with gifting in mind. The anniversary selection features the MaxMaraGram and the 1951 logo across collectible sweatshirts and tee’s as well as crystal studded jewellery and limited edition bags.
#MaxTheTeddy has enlisted the help of a family of fuzzy companions for the occasion. They will pop up on everything from silk prints to glittering brooches and, the ultimate stocking filler or house present: the eminently gift-able pencil sets.
Our instant icon, the Teddy coat, escapes the confines of the coat department spreading a fashionably flufy influence across bags, slippers, leisure and homewares, even baseball caps. Need even more ideas? The designers have been thinking about forever gifts which will be the focus of attention for the entire run up to the festive season, from gilt chain bracelets and necklaces to timeless bags in everyone’s favourite colours.
We can safely say there is no gifting challenge that has not been addressed. And, bringing this cavalcade of characters to life, is the celebrated Milan based artist, Virgilio Villoresi, who spins his surreal charm around the creation of a series of animated shorts, entitled Max Mara Magic, that will be popping up web-wide for your entertainment and inspiration.