Max Mara never misses.
You don’t tap someone like Tonne Goodman to style your show unless you want it to be the height of elegance and chicness. At Max Mara Spring/Summer 2024, both were served up on a platter. The Jazz Age girl that Max Mara loves so well has now had to abandon her life of leisure to join the cause — the British Land Army to be precise. These spirited women took up the tough but necessary task of farming during World War II, in order to help prohibit food shortages and keep the economy on life support. Therefore, the collection had a hardy, uniform quality to it done in canvases and denim, but Max Mara’s Creative Director Ian Griffiths saw fit to paint them in a wash of vibrant and attractive hues. It was a sunny perspective on the British Land Army, for sure.
Gorgeous knitwear, brocade robes, safari jackets, and workshirts all shared the runway, touched with classic accessories like box bags and strappy sandals (and some really spectacular squishy double-pocketed totes). Max Mara is a brand that knows itself really, really well. It never swerves somewhere “wrong,” and knows its client base inside and out. This was a strong, precisely calibrated collection that is Max Mara through and through.
This was a STRONG, precisely calibrated collection that is Max Mara through and through.