For Love Of Art

For its cruise collection 2019, Max Mara invested in the Collection Maramotti, a museum created by the founder of the brand in Reggio d’Émilie. An opportunity to open that dialogue between works of art and clothing, between history and the present day.

- Silvia Paoli

Could a fashion collection express the genius loci, the guardian spirit of a place — the place where the collection was born and also the spirit of the place where it is being showcased, and can also hold in it the representation of what inspired the collection? And could it, once it has gone out into the world, transmit that same spirit to the one who wears it and to those who see it worn? Yes, it is possible but only in the presence of a specific series of circumstances.

Which is precisely what has happened with the Max Mara cruise collection of 2019. They could not have presented it anywhere else but where it had been, because the recitation of Max Mara history involves the combination of several different elements.