Max Mara is to stage its next cruise show this summer in Stockholm, the latest location for the brand’s peripatetic journey with its resort collections.
“Max Mara Resort 2024 collection will be shown in Stockholm, Sweden on Sunday, June 11, 2023,” the house confirmed through a spokesperson this Monday.
The Italian house has garnered a reputation for taking its cruise shows to elegant and cerebral locations, travelling for shows in such far distant cities as London, Shanghai and New York, the latter in the Whitney Museum.
In 2019, creative director Ian Griffiths took the house to Berlin, staging Max Mara’s 2020 cruise show in the iconic Neues Museum, located in the capital’s Museum Island. The result was Marlene-Dietrich-meets-David-Bowie-in-Berlin, influenced by the museum itself to give it this raw-edged, neo-primitive theme.
After a break due to the pandemic, he brought a select group of clients, editors and influencers in 2021 to Mezzatorre, Italy’s most happening hotel on the island of Ischia, for a show that referenced Truman Capote’s Swans in a stylish display Marella Agnelli style.
Last year, the brand staged a brilliant display of exotic feminist fashion – motivated by Natália Correia, the famed Portuguese free-thinker, arty grand dame and café society star – in the gardens of the Calouste Gulbenkian Foundation, one of the world greatest private art collections.
No word yet on the location in Stockholm, but expect something clever and cool from Max Mara, whose founding Maramotti family are some of Italy’s greatest art collectors.
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