Max Mara 2027 Resort Collection 'Kinetic Chic'

"New York is said to be a city that never sleeps, but Shanghai is a city that never sits down."

—Patricia Marx, Writer/Humorist, The New Yorker

Against the grand arched space of Shanghai's Long Museum, Max Mara celebrates a milestone: its 75th anniversary. The 2027 Resort Collection, 'Kinetic Chic,' is not merely a retrospective, but a forward-looking statement that honors the brand’s uninterrupted heritage.

In recent collections, narratives have been woven by tracing the footsteps of a single muse. But this collection is dedicated to all 'Remarkable Max Mara Women.' Each woman’s image overlaps, revealing the heroine that exists within every woman. By revisiting, reinterpreting, and reconstructing fragments of the brand’s history, this collection confronts the essential question: 'What is Max Mara?'

Max Mara’s long-standing references to the Bauhaus are no coincidence. Effortless elegance born from functional, accessible, and integrated design—that is the form of self-empowerment the brand believes in. Style should never be a struggle; in an already complex world, women should not have to agonize over what to wear. Elevating everyday dressing into effortless glamour. In the words of founder Achille Maramotti, it is about 'transforming the everyday into something special.' This collection, equally balanced between practicality and luxury, exudes dynamism, intellect, sharpness, and a profoundly modern mood.

Graphical motifs sleeping in the archives awaken with new life. Stripes and geometric cubic patterns bring vivid rhythm to a color palette anchored in camel, cognac, khaki, champagne, black, white, and the iconic Max Mara red. Bold color accents and playful sequin sparkles appear in unexpected places—like the back of a sleek, chic knit. Silhouettes are refined in true Max Mara fashion, carefully constructed so every woman can find her own personal style.

Coats are bold and generous in form; jackets are either short and boxy or sharply tailored. Skirts sway above the knee with soft volume from the waist, or take on a more austere midi length. Flat-front pants with side patch pockets are cropped, highlighting the shimmer of heel shoes with ankle straps.

Max Mara is, in essence, a common language of fashion. While the entire collection carries an international mood, homages to Shanghai’s sartorial culture are woven throughout. Examples include a China dress in stretch merino wool, a quilted silk jacket, and a crisp poplin shirt adorned with traditional Chinese buttons (pankou).

Returning once more to the question 'What is Max Mara?', another question arises: 'How can a single product be both fashionable and timeless?' One part of the answer lies in the brand’s unique intellectual design approach. But much of it may simply be due to what can only be called 'the Max Mara magic.'

This is a celebration of a style that has lived, been loved, and remained authentically her own for 75 years.

#MaxMara #MaxMara75 #MaxMaraResort27

Hair: Damien Boissinot

Make up: Fulvia Farolfi

Nails: Li Na - Aaron

Music: Johnny Dynell

About Max Mara

Founded in 1951 in Reggio Emilia, Italy by Achille Maramotti, Max Mara has always refused to compromise on quality, assembling the finest materials and craftsmen to create clothing that women desire, wear, and live with. From outerwear to accessories, the brand offers a diverse wardrobe across multiple categories. Today, the Max Mara Group, including Max Mara, employs over 5,300 people worldwide and operates in more than 2,500 stores and online platforms across over 100 countries.