By Valentine Fabre
On June 11, Max Mara presented its Resort 2024 collection in Stockholm's City Hall. On the menu? Neutral tones, Scandinavian-inspired flower patterns and flowy garments created a feminine and contemporary blend of Italian craft and Swedish Folklore.
Emptied of tables, the Blue Hall (Blå hallen in its native language) seems even more gargantuan with its 22 meters high ceiling and endless brick walls. As the lights dim, Dream Baby Dream by Swedish Jazz group The Cherry Thing plays its first notes, whilst the first model appears walking down the monumental marble staircase. Dressed in a long, off-white fur coat embellished with black tassels, delicate cream silk shorts, a simple white top with a plunging neckline and a crown of white flowers. This year, Max Mara is going Scandinavian.
After two past collections inspired by Southern Europe (Lisbon and Ischia), the Italian brand is now taking inspiration from the country where the sun never sets. Just a few days away from Midsummer, i.e., the longest day in the year, Max Mara invited some 120 guests to the annual site of the Nobel Prize giving ceremony for its collection. Wearable, contemporary yet folkloric would be the best way to describe the collection. This collection was widely inspired by Selma Lagerlöf, the first woman to win a Nobel Prize in Literature, making it in essence a celebration of the intellectual and contemporary woman. “Max Mara is not about intellectual clothes; but normal clothes carrying important intellectual ideas” as creative director Ian Griffiths described.
Keeping the core identity of the Italian brand, Griffiths incorporated traditional Swedish elements such as tassels and rivets, flower patterns, and folklore-inspired criss-cross stitching, as well as references to the traditional seven flowers to be collected on Midsummer’s Eve. “I believe there will be a huge reawakening of interest in Scandinavia and its contribution to art, design, culture, and their majestic landscapes. And in their magical folk and fairy talks – Peer Gynt, trolls, giants, and women magicians,” explained Griffiths.
Overall, Max Mara’s Resort 2024 is a poetic, yet contemporary take on both the brand’s minimalistic aesthetic and Sweden's traditional folklore. It was conceived with the idea of an emancipated woman, a “woman determined to be the best – a Nobel winner in whatever field she is in. She has discovered the power of clothes as a tool, one of many to empower herself. She has discovered the power of the quiet, under the breath, wow!” said Griffiths describing the brand’s DNA.
Credit: Vogue
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