Max Mara Gives “Sexy” Fashion a Modest Makeover for Fall 2018

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Traditionally, fashion has treated the concept of “sexiness” with all the subtlety of a sledgehammer, pounding home the paramount value of the male gaze. In fashion, “looking sexy” is a reason for women to walk around half – or as the trend goes nowadays, almost completely – naked, and if that’s your thing, great, but who are you really doing it for?

Savoir Flair has explored the new modest fashion movement, which rejects the male gaze, and embraces silhouettes that are comfortable, flattering, and covered-up. Dressing to ensnare male attention is so passé; instead, dressing for yourself is now a therapeutic exercise in true self-expression. Designers who miss the mark are in for a rude awakening.

The truth about sexiness is that it is entirely subjective. For some, it will always mean a parade of bare flesh, but for others, it means leaving a lot to the imagination. Fortunately, Max Mara gets it, which is why the brand is reforming the concept of sexiness while relying on traditional “sexy” codes like animal prints, ruching, and leather. Quite clever, if you ask us.

Photo: Courtesy of Imaxtree

For Fall/Winter 2018, Max Mara’s woman is dark, dangerous, and yes, sexy, but she isn’t showing an inch of skin — elbow-length gloves and floor-length skirts see to that. Inspired by the rebellious attitudes of Siouxsie Sioux and Sinead O’Connor, the collection took on a cool rock ‘n roll vibe, carried out by a noir palette, glossy leathers, and dark plaids.

It was bold and glamorous, commercially appealing, and most importantly, sexy on its terms.

The uniform for Max Mara’s cool, modest girl is simple: take a logo tank and throw on a major skirt — there were fuzzy plaid maxis, ruched pencil skirts, and glittering black A-line versions to choose from — and top it all off with one of the brand’s signature coats. This time, their classic camel coat was updated with Western style fringe along the back sleeve seam and they also dabbled in oversized blazers and leather jackets. For evening, there were logo-embossed silky slip dresses, but instead of revealing the body, they were swallowed beneath enormous fur coats. It was bold and glamorous, commercially appealing, and most importantly, sexy on its terms.

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