Max Mara Makes a Convincing Case for Slow, Thoughtful Fashion

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After Max Mara’s Spring/Summer 2019 show wrapped, model Halima Aden, who walked in the show, posted a photo of her look to Instagram, with the caption, “I’ve never felt so cool.” One glance at the collection and you can understand why. The looks were extremely cool – relaxed but tough, well-crafted but not fussy, extremely wearable but superlatively chic. The Max Mara woman is clearly in command of her day, her identity, and her destiny.

Photo: Courtesy of Imaxtree

Brand loyalty is built into the Max Mara DNA, because it makes clothes (particularly outerwear) that last a lifetime and survive trends. For Spring/Summer 2019, a strong-shouldered, 1980s silhouette came into play, featured on double-breasted blazers, blazing yellow power suits, and trenches with exaggerated lapels – but that’s where the 80s comparisons begin and end. There were also ruffled trenches, polka-dotted wiggle dresses, and Teddy Boy suits in the mix, and they offered the kind of modern balance a boldly-silhouetted collection requires.

The looks were extremely cool – relaxed but tough, well-crafted but not fussy, extremely wearable but superlatively chic.

With every look being monochrome or committed to a single pattern from head-to-toe, the mix and match potential of this collection is high. The emphasis of the presentation was buying quality over quantity, of embracing slow fashion, better fashion, the kind that you keep forever. This attitude is in lockstep with consumer desires, as shoppers begin to burn out on fast fashion, influencer-endorsed products, and viral trends.

In other words, Max Mara, keep it up.

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