Seven tees for Max Mara’s 70th birthday
To be exact, these are seven limited edition t-shirts featuring seven talented artists designed specifically to commemorate the 70th anniversary of the famous Italian fashion label.
Max Mara began his journey in 1951, the year it was founded by Achille Maramotti, the brand name being a fusion of the word Max – derived from Maximum or Massimo, symbol of Italian strength – and an abbreviated version of the last name of the founder.
To celebrate his 70th birthday in the fashion world, Max Mara presents the works of seven artists to tell his story through a series of images – printed on the seven special edition t-shirts. As simple as it may sound, a t-shirt effortlessly represents the identity of its wearer, while respecting, revealing and reinforcing that identity, making it a perfect metaphor for Max Mara fashion ethics over the years. last seven decades.
Dennis Nothdruft, director of the Fashion and Textile Museum at London and curator of “T-SHIRT: CULT – CULTURE – SUBVERSION”, the major eponymous clothing exhibition, says: “The T-shirt is a very simple way to tell the world who and what you really are. It’s no wonder he was chosen to tell the story of Max Mara’s past, present and future.
WILLIAM WEGMAN: Fashionistas would immediately recognize Max Mara’s iconic camel 101801 coat, worn by one of William Wegman’s stylish Weimaraner dogs in the artist’s Polaroid series “Dogs in Coats” which was taken in 2001 for commemorate the brand’s 50th anniversary.
FRANCOIS BERTHOUD: The “dripping” technique which characterizes the work of the famous illustrator François Berthoud is found in this work, commissioned in 2021, which pays tribute to the pop character of the Max Mara coat. Different parts of her paper motif are superimposed on a spectrum of portraits of women, becoming abstract brushstrokes that interact with the faces reproduced by screen printing.
BRUNETTA: Max Mara’s long history of elegance and creativity, as evidenced by the exquisite designs commissioned in the 1960s from iconic Italian fashion illustrator Brunetta, is summed up in the design featured on this T-shirt.
VALERY KATSUBA: “ALBATROS (When memories are awakened by birds)”, created by Russian artist Valery Katsuba in 2011, is a series of photographs featuring the stars of the Bolshoi Theater wearing and celebrating the 101801 coat.
BRIAN GRIMWOOD: This star of the Max Mara Spring / Summer 2016 show features nautical-themed graphics by legendary illustrator Brian Grimwood, depicting a fantastic tale of the high seas.
BRIGITTE NIEDERMAIR: Drawing inspiration from Italian Renaissance still lifes, Brigitte Niedermair – who focuses on time, memory and art history in her approach to photography – wraps the Max Mara Teddy Coat in a soft and romantic light in his photo.
ERBERTO CARBONI: As seen on the F / W 2021 podium in Milan, these graphic prints are inspired by the works of Erberto Carboni.
Maramotti, a visionary but utterly realistic man who understood the changing needs of fashion, succeeded in building an industrial system based on that of North America and completely deviating from the traditional one in Italy. That said, in Max Mara’s iconic 101801 coat, the quintessential characteristics of clean, classic and luxurious Italian tailoring are still clearly present.
As part of the Max Mara 70th Anniversary Capsule Collections, the 101801 coat, the Ludmilla coat and the Teddy coat are reissued and renewed to further enhance their style and comfort. Dubbed the 1951 anniversary coats, these legendary pieces are now reversible with a technical nylon lining and feature 1951 Max Mara embroidery in the signature MaxMaraGram font.
Eager to dress women who appreciate refinement and style, Maramotti has operated a Max Mara formula that can proudly be summed up as follows: “we make real clothes for real women, evolution and not revolution”. Working with world-class models and photographers has long been in the brand’s DNA, and most recently it is collaborating again with Steven Meisel for his Fall / Winter 2021 campaign.
Meisel first photographed the brand’s Spring / Summer 1997 campaign with Linda Evangelista and has now worked with her on 20 more. The latest campaign features Chloe Oh, Amar Akway, Sofia Steinberg, Jits Bootsma, Mona, Tougaard and Maigosia Bela – a celebration of women of diverse cultures and ages, reflecting the global family to which today’s woman Max Mara belongs. hui.
This story first appeared on Prestige Malaysia.