I have a soft spot for Max Mara. In my first job, I had a favourite Max Mara black coat that made me feel very grown up and stealth-chic (until it was swiped off the back of a chair from Costa coffee in Broadwick Street as I sat in a meeting across the road from my office at The National Magazine Company). It was the era of understated, 90s style and a Max Mara coat conferred a certain minimalist sophistication mixed with style anonymity.
“It’s about the logic of a man’s wardrobe, but for women,” is how Laura Lusuardi, Max Mara’s design director emeritus (who now looks after the archive and library) succinctly nails the appeal. Founded in 1951 by Achille Maramotti at the age of 24, the brand has worked with a line-up of unnamed consultants over the years, including Karl Lagerfeld, Domenico Dolce and Stefano Gabbana, Narciso Rodriguez and Jack McCollough and Lazaro Hernandez of Proenza Schouler. “We never reveal the name of the associated designers, because the brand is more important,” Lusuardi tells W magazine.
The Max Mara SS22 look book features my favourite model of the moment, Greta Hofer, but as I can’t find that online yet, here’s a pic of my mum on her 60th wearing a Max Mara coat my sister and I bought her. Years later she said it was a godsend when she fractured her shoulder and had to wear a sling for weeks. The roomy proportions allowed her to stay covered and protected while retaining some semblance of glam!
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WORDS: Disneyrollergirl / Navaz Batliwalla
IMAGES: Lukas Wassmann /W Magazine x 3; Navaz Batliwalla
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