The Cruise Report - Strokes Of Genius

Ahead of Max Mara’s momentous Cruise ’19 show in Italy’s Reggio Emilia, Amy Yasmine speaks to Maria Giulia Maramotti, the Italian label’s effervescent heiress, who opens up about her world of fashion and art.

- Amy Yasmine

“Frankincense?” I think to myself, as I make my way through the quaint historic township of Reggio Emilia in Italy. I have the car windows down, as one would on a balmy Italian evening, when we drive past the glorious 421-year-old Basilica della Beata Vergine della Ghiara, and the vast Piazza del Duomo. The sound of church bells ring through the night, as the heady scent of incense wafts through the air. It’s as if the city itself has planned for an auspicious homecoming, and I have arrived in time for its big celebration.

Just as well. Although known for its culinary treasures— Parmigiano Reggiano, anyone?—and scholastic approach, it is within this city that Max Mara was birthed. Founded in 1951 by Achille Maramotti, the Italian label sought to produce high-quality manufactured women’s clothing at a time when fashion was still exclusively a handcrafted activity. Combining French sensibilities with Italian savoir-faire, Maramotti started to “dress the doctor’s wife”—the Italian middle class, so to speak—and expanded his influence to a wider audience when those “wives” themselves became doctors and solicitors. Today, for the first time in its history, Max Mara is opening its doors in Reggio Emilia for Cruise ’19.

“There are some moments in life when you need to go back to who you are,” says Maria Giulia Maramotti, in a brightly lit room at the Albergo Delle Notarie hotel, casually sipping on hot espresso with a side of biscotti. “It’s truly an opportunity to allow people to see who we are, and how we do things; the intricacy of the craftsmanship, our collection. We are very private because we like the idea of having our products speak for us.” Maria Giulia is, of course, the granddaughter of founder Achille, as well as the label’s vice president of US Retail and global brand ambassador.