WEEKEND MAX MARA | Family Affair

Fashion, Video

WEEKEND MAX MARA | Family Affair

The new Wekend Max Mara Signature Collection in collaboration with stylist Gabriella Karefa-Johnson

As the name of the collection suggests, the family represents an inexhaustible source of inspiration for the famous Fashion Director: “I always say that style is what I have inherited, my family has always stood out for the playful and elegant way of get dressed, so my creativity and everything I do in my work are a bit of a family affair. ”



Precisely for this reason, Karefa-Johnson sees the style of her relatives – grandparents, aunts, uncles and brothers – as an infinite archive from which to draw and, as she says, this collection “speaks of the individuality of the spirit and how this is reflected in the way we dress. ”

Furthermore, her artistic background and her unique styling have helped to create a strong, disruptive and lively collection, with a cinematic touch and a Seventies vibe.

Her idea was born by leafing through old photo albums, where multicolor prints and bold silhouettes stood out, especially in the pages dedicated to the seventies, combined with details from the forties and fifties.

This fusion of inspirations linked to different styles represents an ideal journey through various generations; the result is a collection suitable for many women, all linked by the same passion for taste and style. Karefa-Johnson has deliberately imbued each piece of this capsule with joy and fun, but also with simplicity and individuality, as this is the mantra that leads her in life and fashion.

Prints play a key role in the collection: lively, colorful and contemporary, they recall the Seventies and Bridget Riley’s Op Art, also enlivening a series of silk scarves in vivid color combinations.

Perfect for the summer season, the silhouettes are casual. The attention is focused on dresses: short, or long, with slits, with or without sleeves. Alternatively the top and skirt combo, with a casual glamor ideal for the warmer months. Accessories are also perfect for this fun summer atmosphere: the Baker Boy hats in denim, the bags – like the iconic Pasticcino Bag in macramé cotton checkered or printed version and the soft macramé tote. The wooden clogs further emphasize the Seventies mood, adding the final touch to all the looks.

Back behind the lens, supermodel Gigi Hadid took the shots of the project, perfectly capturing the spirit of the collection in a series of group portraits


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