Max Mara S/S 2018
Scene setting: The Italian house held its show on a narrow runway flanked by the columns of the Palazzo del Senato – a fitting setting for a collection inspired by urban living in Milan.
Mood board: Max Mara unveiled a new-look Madison Avenue flagship earlier this month, so it’s apt that this was a collection aimed at all aspects of city life, from business to pleasure. This meant lean suits and trench coats in golden and lilac organza, dark denim with oversized turn ups, flowing georgette kilts cut like streamers, and chic boiler suits. A floral-focused section featured delicate blooms scattered over dressing gown coats, cropped gauzy jackets and long skirts, and an ode to the pockets of natural beauty found within the city.
Finishing touches: Yesterday, we saw Gucci’s latest reinterpretations of its signature logo – and it’s a typography trend that shows no sign of slowing on the Milan catwalks. Max Mara too was mad about the logo, printing oversized bags, suits and skirts with a heritage motif.