Representing the modern woman through Italian craftsmanship and luxury with Swedish folklore and magic, Max Mara presents its Resort 2024 collection at Stockholm City Hall.
The show took place in the grand Blue Hall, the annual venue for the Nobel Prize ceremony.
We saw a highly wearable collection inspired by Scandinavian culture, featuring elements such as the Swedish apron reinvented as elegant hippie-style dresses. Essentially, they took classic Max Mara garments and added Scandinavian touches like tassels and studs.
Pieces included sleeveless blazers with frayed hems, Camelandia coats adorned with late 19th-century puffed sleeves, masculine cuffs paired with chiffon or taffeta shirt dresses, and more. Additionally, the models wore knee-high boots with foam soles and donned paper floral crowns in Max Mara’s neutral graphic style.
In essence, Ian Griffiths, the creative director of Max Mara, drew inspiration from the kind of clothing that Ibsen’s heroines might have worn in their struggle against the strict society of their time.
“I believe there will be tremendous interest in Scandinavia and its contributions to art, design, culture, and its majestic landscapes. And in its magical folk and fairy tales: Peer Gynt, trolls, giants, and sorceresses. It is a culture that allows Max Mara to explore new territories,” emphasized Griffiths.
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