A NEW AGE

How does a brand known for its luxe, classic aesthetic evolve while staying true to its heritage? Annabelle Fernandez speaks to Maria Giulia Maramotti, director of retail for North America and Max Mara scion, about unexpected collaborators, embracing trends and attracting a new generation of customers

Irene Kim is talking about her first memory of Max Mara. In Shanghai to attend Max Mara’s pre-fall 2017 show, the popular Korean digital influencer shares, “My first memory was seeing pieces from Max Mara in my mum’s closet. What’s cool is that how my mum styles her coats and how I style the coats is completely different, but it works.” She continues, “I thought they would be very traditional because it’s such a prestigious brand, but they’re actually really cool. And I don’t think a lot of people know that.” If they hadn’t known it before, everyone in attendance at the Shanghai Exhibition Center definitely became aware of it after the show. And if you need further proof of how cool Max Mara really is, you need only to…

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Harper's Bazaar Singapore (Digital) - 1 Issue, March 2017

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