Max Mara, the renowned Italian fashion house, is set to present its Resort 2027 collection in Shanghai, China, at the esteemed Long Museum West Bund. This significant event, scheduled for June 16, will not only unveil the latest designs but also mark a major milestone: the brand's 75th anniversary. A special exhibition, curated by Olivier Saillard and titled "The Max!," will accompany the show, offering the public a retrospective of Max Mara's rich history and influence in the fashion world from June 17 to 28.
The selection of the Long Museum West Bund as the host venue highlights Max Mara's strategic focus on the East, a direction that contrasts with many European luxury brands currently targeting the American market for their resort collections. This move signifies the brand's deep appreciation for Chinese culture and its growing influence in the global fashion landscape. The Long Museum, established by prominent art collectors Liu Yiqian and Wang Wei, stands as a testament to diverse artistic expressions, housing traditional and contemporary Chinese art, as well as international works.
Situated within Shanghai's vibrant West Bund Culture Corridor, the Long Museum West Bund is an architectural marvel designed by Liu Yi-chun of Atelier Deshaus. Since its opening in 2014, the museum has become a cultural landmark, offering vast exhibition spaces within its impressive 355,209-square-foot structure. Max Mara's decision to stage its show here reinforces the symbiotic relationship between fashion and art, presenting its collection within a context that celebrates creativity and cultural heritage.
This upcoming event marks Max Mara's second foray into the fashion scene of Shanghai. The brand previously held its Pre-Fall 2017 and capsule collections show, dubbed "Monopolis!," at the Shanghai Exhibition Center in December 2016. That event was notable for its collaboration with Chinese contemporary artists, who contributed sculptures and installations and also co-created an exclusive 11-piece capsule collection. Before that, in 2008, Max Mara showcased its Spring 2009 and Sportmax collections at Beijing's Water Dam, alongside a retrospective of 30 iconic coats, styled with traditional Chinese elements.
Max Mara's global runway history includes presentations in major cities such as New York, London, Venice, Stockholm, Berlin, and Naples since the 2015 pre-fall season. The brand's consistent exploration of diverse cultural backdrops for its shows reflects its international vision and ability to adapt its aesthetic to different global influences. By returning to China for its Resort 2027 collection, Max Mara continues to demonstrate its commitment to engaging with key international markets and celebrating its heritage through culturally significant events.
The forthcoming Resort 2027 show in Shanghai, coupled with the anniversary exhibition, serves as a dual celebration for Max Mara. It underscores the brand's enduring legacy in fashion, its innovative spirit, and its strategic engagement with global cultural centers. This event is poised to be a memorable occasion, showcasing not only the collection but also the brand's rich history and future aspirations within the dynamic setting of Shanghai.