NEW BAUHAUS STYLE.
Both modern and modernist, the Max Mara Fall/Winter 2013-14 fashion show revolves around those values of practical elegance and functional simplicity that have always been an essential part of the Italian group’s heritage.
These concepts, deeply rooted in the DNA of the house, echo the founding principles of Bauhaus, the famous German school that set the standard for all innovative movements in the field of art, architecture and industrial production, and with which Max Mara has traditionally felt a strong affinity.
This fellow feeling runs deeper than a mere inspiration for the season, and is evident, for example, in the balance of industrial production and craft tradition that

underlies this collection. We find it in items such as the duffle coats and overcoats, designed with an authentically architectural focus and featuring sophisticated leather patches and stitching that highlights the round shape of the shoulders.

It is apparent in the articles with an innovative volume, the fruit of extensive research into invariably fine-quality, “voluminous” materials that are often combined in the same outfits, such as the maxi-cable cashmere, camelhair and cashmere fabrication, velvet and shearling, or the brand-new camel fabrics (spun alpaca, with a soft feel reminiscent of fur, or mouflon wool), ideal for creating structured shapes that are ultra-soft,

enveloping and easy to wear.
The colour schemes owe much to Walter Gropius (as well as to Max Mara) and feature the full range of urban greys, from stone and cement through to blue and black – plus an intense touch of yellow, also found on the jacquard knit or yarn-dyed stripes that replace prints. And then of course we have the icon camel colour and the new vicuna.
A chic, relaxed “daily look” is highlighted by the styling: a layered look composed of overcoats, among them some of the pieces from the new techno-sartorial project Max Mara City. Cardigan coats, blousons, cocoon bombers, sweaters and oversize jackets, worn on top of one another over fluid trousers, tight pencil skirts

or dresses that are ultra-feminine yet inspired by the masculine-style blazer. This look also transfers effortlessly into the evening, with its velvet and knit tunics, blazers and pyjama pants lightly dusted with Lurex. To top off the look, ladylike Boston bags in leather or crocodile print and sneakers where you would least expect them, in luxury materials such as suede and python leather, with gorgeous tone on tone looks that make them this season’s new Max Mara cult item.

Iconic-chic. The Max Mara spring/summer 2013 fashion show is based on a number of very precise keywords, taken straight from the “golden age” of the Made in Italy concept that coincides with the heritage of the Maison.
Fashion-statements such as sport deluxe, colonial, Africa and safari style, filtered through the iconic style of Max Mara. Centre stage is taken by safari jackets, trenches, jumpsuits and tuxedos: classic cult items with a fresh and feminine twist that have inspired almost all the looks for the season.
For outfits with a striking impact, where the silhouette gets transformed by the lightweight, yet textured fabrics – such as organza and gazar – that allow new volume and a highlight on the shoulders and sleeves. Plus a host

of gorgeously original and sophisticated combinations that bring together topquality viscose, suede, silk and techno-silk.
The same effect is seen in the dresses, dust coats and blouson shirts, perfectly paired with calf-length skirts or trousers with pleats, in keeping with an “athletic chic” look evident in the “Olympic” necklines of blouses and deluxe t-shirts.
The colour range is also inimitably Max Mara, featuring warm shades (tan, beige, camel, tobacco, earth), cold shades (in every icy nuance of pale and dark blue) and deepest, ultra-sophisticated black. All in an iconic, subtly ironic collection, with new combinations of patterns that mix floral/military prints, madras and animal prints,

combined with one another. Specifically studied to highlight proportions and silhouettes, in a less casual, more fashionable style that also characterises the accessories: small bon ton leather bags in several colours or maxi wild Boston bags in ultra-soft nappa leather, stamped crocodile or total fur.
Plus clogs with a thick heel and alligator, animal or ponyskin print details, as well as oversized tortoise shell glasses that recall the contours of the first model proposed by Max Mara.

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